The rise of values-driven brands in physical retail

How brands are using brick-and-mortar as a platform for positive change

In an era where conscious consumerism is gaining momentum, values-based brands across the globe are on the rise and choosing to prioritize putting their commitments for a better world at the forefront. Cutting-edge brands are carving a unique path in the retail space by utilizing their store footprint as the physical manifestation of these commitments. As they rapidly expand their brick-and-mortar presence, these retail pioneers are proving that being integrity-focused isn't just a trend — it's a winning strategy that drives business growth while making a positive impact on the world. Learn how two trailblazers — Allbirds and Alo Yoga — are doing just that with their sustainability values.

Allbirds: Utilizing IRL retail to promote a greener future, one step at a time

Since its launch as an e-commerce brand in 2014, Allbirds has been synonymous with eco-friendly footwear. With a shoe production carbon footprint 30% lower than standard sneakers, Allbirds has set a new standard for sustainable footwear. From using New Zealand superfine merino wool to incorporating sugarcane and eucalyptus tree fiber, their shoes are not only stylish but also environmentally responsible.

Based in San Francisco, Allbirds' expansion into brick-and-mortar retail has been nothing short of extraordinary. From their iconic Wool Runners to a diverse range of sneakers and active apparel, their product expansion mirrors their journey into physical retail. With a rapid expansion from 2018 to 2023, Allbirds has spread its wings to encompass over 50 stores across North America, Europe, and Asia, leaving a smaller ecological footprint with every step.

Alo Yoga: Elevating yoga, encouraging eco-consciousness, expanding stores

Founded in 2007 by Danny Harris and Marco DeGeorge, Alo Yoga is more than just a brand — it's a movement. Inspired by the transformative power of yoga beyond the mat, Alo Yoga merges both performance and style with a deep commitment to sustainability. From their solar-powered headquarters to sweatshop-free production and paperless warehouses, every aspect of the brand reflects its dedication to a greener planet.

With over 50 stores primarily in North America, Alo Yoga's continued expansion into Europe and beyond in 2024 marks a significant leap forward. Their brick-and-mortar spaces aren't just retail outlets; they're beacons of sustainability, inviting customers to experience the brand firsthand.

As Allbirds and Alo Yoga continue to expand both their physical stores and their commitment to sustainability, they provide a compelling blueprint for aspiring brands seeking to make a meaningful impact. Their success underscores the pivotal role of brick-and-mortar retail as a platform for showcasing a brand's ethos. Through in-person experiences, customers can tangibly connect with a brand's values and commitments, fostering deep-rooted connections and brand loyalty. Indeed, the expansion of store locations isn't just about growth — it's about building a community of consumers who believe what the brand believes. So, could expanding your store footprint be the key to unlocking your values-driven brand's full potential and creating a lasting impact for your customers?