NEW YORK — Online shoe brand Allbirds plans to more than double its store count, hoping to reach shoppers who want to touch and try on its wool shoes.
The company said Tuesday that it plans to open 20 stores in 2020, bringing its total number of stores to about 35 by the end of the year.
While many mall-based retailers are closing locations, online startups like mattress seller Casper and men’s clothier Untuckit are expanding into brick-and-mortar stores. Allbirds said it can’t ignore stores since most footwear sales still happen there. Plus, the staff in stores can explain the unusual materials used in its shoes, such as wool, tree fiber and sugar cane.
“The idea of being able to touch, feel and understand the quality of what we’re putting into our products is pretty important,” said Allbirds co-CEO Tim Brown.
