Luxury sustainable footwear retailer Allbirds is due to open its debut UK store in London this month.
Allbirds, which was founded in 2016, is due to open a 1600sq ft store in Covent Garden in the coming weeks.
The brand hopes to introduce its unique range of shoes made from wool, eucalyptus tree fibers and sugarcane to the UK, appealing to the growing number of shoppers concerned about the sustainability of the goods they’re buying.
Based in San Francisco, Allbirds claims to have the “world’s most comfortable shoes”.
“Long Acre in Covent Garden is the perfect platform to launch our first European store and debut our product to the market,” a spokesperson said.
“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.”
Property director at The Mercers’ Company Simon Taylor added: “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.”