Allbirds had a brief run on the Upper West Side
The northeast corner of West 69th Street now sits darkened by the closure of Allbirds, the shoe store known for its sustainable footwear designed for walking and running. The windows are covered with black paper, matching the color of the retail space’s exterior at 201 Columbus Avenue. Allbirds first landed on the Upper West Side in 2021.
Advertisement
Created as an internet brand selling directly to consumers in 2016, Allbirds quickly became a prominent name in the footwear industry. Time named their Wool Runner the world’s most comfortable shoe that same year. By 2017, the company began opening its first brick-and-mortar locations, starting in London and then expanding to Soho on Spring Street. When Allbirds went public in 2021, its shares surged 91% on the first day of trading, valuing the company at over $4 billion. But by September 2024, the wings had fallen off completely, with the stock trading for less than a dollar per share.
“The company lost focus, unsure if it was selling to sneakerheads or soccer moms, said the people, who are familiar with Allbirds’ product development and marketing,” reported The Wall Street Journal in 2023 in a story titled, “How Allbirds Lost Its Way.” “A key business assumption, that consumers’ concerns about the environment would drive them to buy sustainable products, has been a tough sell.” The brand also lost its loyal Silicon Valley fanbase, which had embraced the shoe in office settings.
Last March, Allbirds replaced its CEO—its second leadership change in less than a year—and announced plans to close 10 to 15 stores in the United States. We reached out to Allbirds for a comment on the closure but have not heard back as of writing. As part of its turnaround plan, the company detailed efforts to reduce its workforce and introduce new products.
Advertisement
The neighborhood has experienced a game of footwear musical chairs over the past couple of years. Hoka opened on the southwest corner of West 69th and Columbus Avenue in the summer of 2022 as a temporary pop-up, closing in January 2023. With the New York City Marathon finish line just minutes away, they may have aimed to attract passionate athletes post-race. New Balance opened at 210 Columbus Avenue, between West 69th and 70th streets, in 2023, following the arrival of another sustainable shoe brand, Rothy’s, which opened on the corner of Columbus and 68th in the winter of 2022. Both New Balance and Rothy’s have maintained their UWS locations.
Could another shoe brand be on the way? The neighborhood is also home to several eyeglass companies.
Have a news tip? Send it to us here!
So sustainable footwear isn’t a big thing after all?
It’s almost like you didn’t even bother to read the article, or you would know the reason it closed was the company has a leadership problem, and also, the staff at that store was not very helpful, at all, so that couldn’t have helped.
It says it right in the story. At least be accurate if you’re going to be obnoxious:
The Wall Street Journal in 2023 in a story titled, “How Allbirds Lost Its Way.” “A key business assumption, that consumers’ concerns about the environment would drive them to buy sustainable products, has been a tough sell.”
Definitely a tough sell for Allbirds, in particular.
I got a pair of Allbirds as a present a few years back.
I’m devout with my footwear and didn’t really see the need to put an Allbird shoe in my rotation. They actually felt like they could have been good slippers but I have a great pair of Rothy’s slippers, haha.
I always found the Allbirds brand culture a little suspect. The silicon valley scene was right using the shoe in the office, because it definitely has a clean aesthetic, but it’s not a great piece to count on in the trenches of nyc streets. The shoes are a little dainty if you ask me, and the style got played out quick. Show me brands that can bridge the gap of looking good playing hard, like Patagonia.
I tried to return the Allbirds shoes but they said all sales final. I told them point blank, I’ll keep the kicks and find some use for them, but I’ll never buy or truly support this brand. I basically only wear the shoes for local errands when it’s raining and my previous ‘beater shoes’ now have holes through them and rain gets in. Means I need to buy a new pair of regular rotation shoes, from New Balance.
Rothy’s seems to have their marketing dialed in, and their brand story is beautiful. In 2023, Rothy’s saw a 37% increase in retail sales. They also opened in 2016, as a brand that just made women’s stuff, now they have mens and they make a quality stuff with style in several mediums. Even their handbags are beautiful. Check out this collab they did with Vogue with a student artist: https://settingmind.com/rothys-and-vogue-release-student-designed-sustainable-bag. All in the 3D knits!
The Rothy’s storefront is one of the nicest window displays on the UWS and they keep it fresh. Nice use of small space.
The cream rises to the top.
Please not another eyeglass store!