Following the success of its Covent Garden flagship, sustainable footwear brand Allbirds has opened a second London store near Regent’s Park.

Despite its origins in ecommerce, Kiwi-American shoe retailer Allbirds has opened a string of bricks-and-mortar stores over the last year. The shop in Marylebone will be the brand’s 17th store globally, following recent openings in Tokyo and Austin, Texas.

Inspired by the surrounding area, the new store contains “quintessentially London” touches and colours: its chairs are painted “Regent’s Park green”; the red-brick counter is a nod to Marylebone station; and customers can get their hands on exclusive laces in colourways named Bakerloo Brown, Regent’s Park Green, and Lord’s Cricket White. 

A limited-edition shoe called Poppy will also be available to shoppers.

With sustainability at its heart, the store showcases the brand’s shoe and sock collections in a minimalist way, inviting customers to learn more about its use of natural materials, their provenance and lower carbon footprint.

The store will also host to a series of experiences throughout the spring to inspire more sustainable living, including workshops from London Terrariums and Print Club London. 

Allbirds was founded as an online-only brand in 2016 and quickly expanded its reach to dozens of markets worldwide. Its first physical store opened in New York in 2018 and the retailer plans to more than double its global footprint this year.