Allbirds & Friends is a curated retail concept created by Compendium Group, bringing together brands that share a commitment to thoughtful design, sustainability, comfort and joyful living.
With locations across New Zealand, Allbirds & Friends stores have been built around community connection and a shared love of movement and the outdoors.
In the heart of Queenstown, Compendium Group organised an Allbirds & Friends Neighbourhood Pop-Up last month, which brought Allbirds to one of New Zealand’s most iconic destinations, offering locals and visitors the chance to experience the brand in person.
Alongside a curated selection of purpose-led companion brands, including Hydro Flask, Cotopaxi, and Nocs Provisions, the pop-up also included seasonal features from additional like-minded partners.
The space honoured Allbirds' origins, inspired by New Zealand’s natural materials, landscapes and relaxed movement, making Queenstown a fitting place to showcase the brand’s spirit and story.
The Group partnered with Tailor Inc. for this build, as Da Silva said they knew how to make small spaces meaningful, understood the love for natural materials and simple design, and could move fast without compromising quality, with a four-week turnaround.
Johnathan Lopes Da Silva, co-CEO of Compendium Group, said that Queenstown was where nature, creativity, and adventure collided, and that was precisely what Allbirds & Friends stood for.
“Allbirds was born from New Zealand’s natural materials and our relaxed way of living. The pop-up channels are created through simple design, warm textures and playful colour. We also repurposed as much as we could, from fixtures we already owned to parts of the existing space, a very Allbirds move,” said Da Silva.
At the same time, Kelly Cundell, co-CEO of Compendium Group, mentioned that the team was focused on building retail spaces that championed genuine brand storytelling, especially for brands with purpose, impact and sustainability at their core.
As a community-focused activation in a touristy hub, Da Silva said that the goal of the pop-up was to create micro-moments of connection, such as discovering a local maker, hearing the story behind New Zealand merino, or chatting with someone about their travels.
Another big part of the Neighbourhood Pop-Up model has been spotlighting local creators. In Queenstown, the Group partnered with Wolf Coffee in Arrowtown and with Boatshed Bakery, along with iconic brands and experiences including Canyon Brewing, Sherwood, New Zealand Open, Cardrona, NZ Ski, and the Watershed saunas.
“We focus on universal things like warmth, simplicity, comfort, and a story worth sharing. Locals want authenticity, domestic travellers want discovery, and international visitors are looking for something distinctly ‘New Zealand’. Our brands naturally bridge all three groups,” said Da Silva.
“Together, these partnerships help us support local businesses, champion shared values like wellness and sustainability, and create meaningful experiences for both visitors and locals.”
Da Silva highlighted that Hydro Flask’s Refill For Good ethos, Cotopaxi’s Do Good mission, Nocs’ call to get closer to nature, and Allbirds’ low-impact design all point toward a future where conscious retail becomes the norm.
Looking ahead, Allbirds & Friends will expand into more neighbourhoods, more collaborations, and deeper storytelling around material innovation and circularity, as Da Silva mentioned that pop-ups help test neighbourhoods, audiences, and formats without long leases and provide a read on how people want to interact with the portfolio.
Heading into summer, Neighbourhood Pop-Up will showcase the freshest drops across the brand portfolio, along with some incredible collaborations and an &Friends event, similar to the monthly series that has been hugely successful at Britomart.
“Britomart is our elevated flagship. Manawa Bay is our high-energy outlet playground. Queenstown is the neighbourhood hangout, smaller, more personal, and built for experimentation.”
