US sustainable footwear brand Allbirds has signed for its first UK store in London’s Covent Garden, which will open later this month.
The 1,600 sq ft store is located at 121-123 Long Acre and will house the brand’s eco-friendly sneakers and casual shoes made from sustainable materials.
Founded in 2016, the brand is known for its Wool, Tree and Sugar shoes and it sold over a million pairs of Wool shoes in under its first two years in business.
The London store will be the San Francisco-based business’s third bricks and mortar venture; it has two permanent retail locations in New York and San Francisco, and it recently hosted a pop-up store in Toronto.
In a statement the company said: “Long Acre in Covent Garden is the perfect platform to launch our first European store and debut our product to the market. Because we develop products that are tactile in nature, it’s important to give customers a space to interact with our shoes.
“After witnessing the reaction to that first try-on moment, we understand the value in getting our products into the hands of curious shoppers so they can experience the comfort and design for themselves. This isn’t necessarily true for every company or industry, but we believe it is important for us.”
This recent opening joins the current line-up of UK and international brands situated on Long Acre including, Reiss, Levi’s and Calvin Klein underwear and Russell & Bromley.
Simon Taylor, Property Director at The Mercers’ Company, which has a large portfolio in the City of London and in Covent Garden and the West End said: “To secure the international debut for Allbirds in Covent Garden is a significant signing for the Mercers ownership and one which will add to the exciting brands already available.”
“This product is a completely unique offer and having a physical store and showroom in such a prime location will be a great opportunity for the brand to grow within the UK.”
Allbirds was founded by Tim Brown, a native of New Zealand, who teamed up with Joey Zwillinger, an engineer and renewables expert, to craft a wool fabric that was suitable for footwear. Together they created an entirely new category of shoes inspired by natural materials and it is now a B-Corp certified company.