SAN FRANCISCO, United States — Silicon Valley's favourite sneaker brand is coming to the UK.

Allbirds, now available in the US, New Zealand, Canada and Australia, will be released online in the UK in October. The expansion will be helmed by Erick Haskell, the startup’s new international president. Under Haskell, the sneaker brand is eyeing further international development, starting with the UK.

The expansion is an answer to the "pent-up demand" from customers in the UK market, Haskell told BoF.

Haskell, who most recently served as Under Armour’s managing director of the Asian Pacific region, will lead all of Allbird’s international operations. Prior to Under Armour, he worked for Adidas as the chief financial and operation officer of the German label in China.

Founded in 2016, Allbirds gained a following — initially among the tech crowd — for its unbranded but distinct style and ethical sourcing. A pair of its signature wool sneakers, its bestselling product, costs $95. The brand has two permanent retail locations, one in New York and another in San Francisco, as well as a pop-up store in Toronto currently. A UK storefront has not been planned but is a possibility, the company said.

The direct-to-consumer has raised $27.5 million in funding so far, from investors such as Tiger Global Management, Maveron and Slow Ventures. According to industry sources, the brand generated $50 million in top-line revenue in 2017 and is on track to double that in 2018.

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