Sustainable footwear brand Allbirds is to open its first UK store in London’s Covent Garden later this month.
The London store is the third bricks-and-mortar retail location for the brand, which already has stores in New York and San Francisco.
The 1,600 sq ft retail space at 121-123 Long Acre will showcase the brand’s collection of eco-friendly sneakers and shoes made from sustainable materials.
Allbirds was founded in 2016 by New Zealander Tim Brown, who teamed up with engineer Joey Zwillinger to create a specialist wool fabric suitable for footwear. The brand sold over a million pairs of wool shoes in its first two years in business.
A spokesperson for 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.”
Other brands with stores on Long Acre include Reiss, Levi’s, Calvin Klein, and Russell & Bromley.