// Allbirds will open a store on London’s Kings Road tomorrow following the debut of a concession in Selfridges this week
// The sustainable footwear brand revealed earlier this month that London was its fastest-growing city for ecommerce other than New York
Sustainable fashion brand Allbirds is expanding further in London with the opening of a store on Chelsea’s Kings Road and a concession in Selfridges.
The footwear specialist, which already has stores in Covent Garden and Marylebone, will open the Kings Road branch tomorrow and made its debut in Selfridges earlier this week, according to The Industry.Fashion.
Allbirds co-founder and co-chief executive Joey Zwillinger revealed earlier this month that London was a fast-growing sales market for the brand.
READ MORE: Allbirds launches shoe resale platform “Rerun”
He said: “In the UK, we continue to gain traction with growing brand awareness, particularly within the 25 to 34 age group.
“During Q2, we acquired more new ecommerce customers in London than in any other market outside of New York City.”
Despite the expansion, Allbirds is on a cost-cutting drive after trimming its forecast for the year in the face of a slowdown in consumer spending in the US.
The brand, which makes its shoes from natural materials such as merino wool and eucalyptus fibre, posted a net loss of $29.4 million in the quarter to 30 June, compared to a $7.6 million loss last year.
Allbirds said it would slow down hiring and replacing departing employees to reduce overheads.
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