Allbirds, the B Corp footwear and apparel brand, has announced two new retail locations in well-known London shopping districts, Selfridges and King's Road, as part of its ongoing expansion in the UK.

The revelation comes as Allbirds just announced that London was the place outside of New York City where they gained the newest consumers during Q2 2022.

The King's Road location will be their third in London, fifth in Europe, and 53rd overall when it opens on August 24. The brand's environmental concept, which has guided the creation and usage of natural materials rather than petroleum-based synthetics, is reflected in the 650-square-foot retail location.

By using locally sourced wood for its seats and displays, the minimalist shop follows Allbirds' design tenet of "the appropriate amount of nothing" and recalls the natural environment. Display plinths will disassemble well-known styles to show the materials' use in the production of footwear from beginning to end.

Customers can also view each product's carbon impact in plain sight, a first for the apparel and footwear sector and a characteristic of Allbirds' sustainable business practices.

Claire Barber, Asset Management Director, Cadogan, said that Allbirds will fit perfectly with the growing community of sustainably driven shops and concepts in Chelsea, a truly innovative retail brand that she is sure will deftly use this physical space to connect with the powerful local community.

The process of choosing important third-party retail partners has already started as part of Allbirds' expansion plan. That already includes Zalando and Le Bon Marché across Europe. A 43-square-meter concession area will be available at Selfridges starting today on the second level.

Allbirds has been chosen as a Project Earth brand and will be marketed under the 'For Nature' label, which emphasizes goods manufactured with ecologically friendly materials and using methods that cut down on waste and pollution.

The room, which was created in collaboration with independent creative firm HarrimanSteel, aims to imitate the texture of an Allbirds shoe. In keeping with their retail locations, the concession emphasizes natural materials, and a centerpiece made of unprocessed materials attempts to inform Selfridges customers about the creativity that goes into each pair of shoes.

Nick Steel, the founder of HarrimanSteel, said that their continuous partnership with Allbirds is centered on empowering customers to make wiser purchasing decisions and to know there are alternatives available that don't hurt the environment. The Selfridges concession represents a significant turning point in the history of the company and its merchandise. In doing so, they aimed to communicate the sustainable material tales that distinguish Allbirds from other companies in this market.