Allbirds announces Selfridges and UK retail expansion plans
The news comes as Allbirds recently reported that during Q2 2022, they acquired more new customers in London than in any other city outside of New York City.
The King’s Road store, set to open tomorrow, 24 August, will mark their third store in London, fifth store in Europe and 53rd store globally. The 650 sq ft retail space speaks to the brand’s sustainable ethos, which has driven its development and use of natural materials over petroleum-based synthetics.
The minimal store embodies Allbirds’s design principles of "the right amount of nothing" and evokes the natural world with the use of locally sourced wood chairs and displays. Display plinths will deconstruct iconic silhouettes to illustrate a start to finish process of how materials are used to craft footwear.
Customers can also see the carbon footprint of each product clearly displayed – a first for the fashion and footwear industry, and a hallmark of Allbirds’s approach to sustainability.
Speaking about Allbirds’s new store, Claire Barber, Asset Management Director, Cadogan, said: "Allbirds will fit perfectly with the growing community of sustainably driven shops and concepts in Chelsea – a truly innovative retail brand who I’m sure will cleverly use this physical space to connect with the powerful local neighbourhood here. We very much look forward to welcoming them to the King’s Road."
As part of Allbirds’s growth strategy, they have begun selecting key third party retail partners. In Europe that already includes Le Bon Marché and Zalando. From today, Selfridges will feature a 43 sq metre concession space on the 2nd floor.
Allbirds has been selected as a Project Earth brand and will be labelled within the ‘For Nature’ category that highlights products made using environmentally certified materials, and processes that reduce pollution and waste.
Designed in partnership with independent creative agency HarrimanSteel, the space sets out to replicate the feeling of an Allbirds shoe. In line with their stores, the concession focuses on natural materials and a centrepiece using raw materials aims to educate the Selfridges consumer about the innovation behind each shoe.
HarrimanSteel Founder Nick Steel commented: "Our continued relationship with Allbirds is focused around educating the customer to think smarter and buy better, and to understand there are options available that don't harm the planet. The concession in Selfridges is an important moment in the story of the brand and its product. Our intention was to create a space that felt ownable, while communicating the sustainable material stories that elevate Allbirds from other brands in this space."