The brand for sustainable footwear and fashion Allbirds continues its expansion in Germany and will open a new location in Große Bleichen in Hamburg in the spring of 2023. The store in Hamburg will be the second in Germany after the branch in Berlin that opened in 2019.
For Allbirds, Hamburg is the second most important city in Europe in terms of e-commerce (UK excluded) and thus as the next location for the Silicon company’s retail expansion The valley is obvious, explains the brand.
With the opening of the sixth store in Europe, Allbirds is signaling that it will continue to do so wants to focus on expanding its international business and sees this as an important growth strategy. With the start of the new year, Allbirds is focusing on the German market, also in connection with the strategic partnership with Zalando, which started in April 2022.
The Hamburg store spans 147 square meters of retail space and has a minimalist store design that is based on Allbird’s design principles of “just the right amount of nothing.”
“Aiming to demystify conscious consumption, touchpoints draw attention to Allbirds’ signature natural materials such as merino wool, sugar cane and eucalyptus tree fibre,” explains the brand.
A new feature on the shop floor are showcase pedestals on which iconic silhouettes of the models are deconstructed “to illustrate the production process from start to finish”. This allows customers to learn how the materials were used to make their shoes. In addition, Allbirds clearly displays the CO₂ footprint of each product.
Sustainability is also an issue in business design. For example, Allbirds reused the existing storefront to reduce the carbon footprint of the store design and avoid new construction. For the wall cladding, the entrance area and the modular rails, the brand has exclusively selected European larch from the region.
According to Allbirds, all furniture and walls are modular, which helps reduce the need for furniture over time. This is to save material and reduce waste in the future. The design of the service top is inspired by Hamburg’s warehouse district and is made from recycled materials.
“Allbirds believes that retail stores are not only the best expression of the brand and as serve as strong community centers. They are also a valuable tool for attracting and transferring customers helping to increase the share of key omnichannel loyal customers,” explains the brand.
As Allbirds expands its in-store presence, the company also continues to grow its omnichannel customer base, which spends about 1.5 times more on average than single-channel shoppers and who now make up about 17 percent of its core customer base.
Allbirds supplies customers in 36 countries in over 50 Allbirds stores and operates its own e-commerce website.
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