Dive Brief:
- As it continues with its brick-and-mortar expansion plan, Allbirds announced Friday that it opened a new 7,100-square foot storefront in the Flatiron District of New York City. The store will be the third location in New York and the 41st store internationally.
- To launch the store, the DTC shoe brand hosted multiple community events between March 16 and March 20, including an urban nature walk, group runs and a plant care workshop, according to the press release.
- The store's design calls attention to the natural materials its products are made of, such as sugar cane, tree and merino wool. The company displayed the carbon footprint for each item available in the store, per the announcement.
Dive Insight:
The new Allbirds store opening is part of the DTC brand's growth strategy. The company noted in a filing with the Securities and Exchange Commission that it plans to expand in the international markets it currently operates in, which include Asia, Europe and North America, and aims to open "hundreds of potential locations." But those expansion plans also come as the company's losses continue to grow.
Besides opening new stores, the DTC brand also introduced new products to its assortment. Last August, the company launched an activewear collection complete with leggings, running shorts, running tanks, bike shorts and running T-shirts. In December, the company unveiled the Futurecraft Footprint shoe with Adidas, a $120 pair of shoes that produces 2.94 kilograms of CO2 per pair.
In addition to releasing new products and opening more storefronts, the brand is looking for other ways to expand its reach. Last month, the company introduced its resale program, which gives customers a $20 credit for their used shoes. The following week, the company announced plans to expand into wholesale.
