Second UK store for Allbirds

Shoe brand Allbirds is to open its second UK store on 20th February. The store, on London's Marylebone High Street, will opens its doors a little over a year after the brand's first UK store, in Covent Garden.

The brand was created by New Zealander Tim Brown, who wanted to use Merino wool to make the most comfortable shoes he could find. The brand has 17 stores in total, across the US, in China, Japan and Germany. It plans to double its store footprint in 2020.

The Allbirds strategy is based on the belief that there is a still a strong demand for physical stores – especially for shoes. It seeks to provide a tactile experience to show off the benefits of its products.

The Marylebone store has been designed in-house. Within the store, there are unique forward-tilting chairs which were designed by the brand's head of design Jamie McLellan, a Tom Dixon alumni.

"We're really excited to unveil Allbirds's second store in London, following the fantastic response we've had from our first foray into bricks-and-mortar in Covent Garden,” said All Birds managing director, Europe, Sandeep Verma.

“We've been blown away by our UK customers' support and their connection with our mission to tread lightly on the planet through purposeful design. By inviting customers to discover and engage with our novel natural materials, we hope our Marylebone outpost will inspire people to start asking questions about what things are made from, where they're coming from and why that's important in the face of climate change."