Allbirds, Inc. signed definitive agreements with distributors in the Gulf Countries and Southeast Asia and now boasts completed deals with six international distributors. The company said the shift from a direct go-to-market model to a third-party distributor is one of its key pillars under the company’s previously announced Strategic Transformation Plan.
Earlier this month, the company announced partnerships in Australasia and Japan, following similar deals in Canada and South Korea last year.
Alyasra Fashion will be the exclusive Allbirds distributor in the Gulf Countries territory. Alyasra is a fashion and footwear retailer with over 25 years of experience in the region, working with brands including Jimmy Choo, Cole Haan and DKNY.
“We are delighted to announce our exciting partnership with Allbirds. This collaboration marks a significant milestone for our organization as we join forces with a renowned and innovative lifestyle brand in the sustainable fashion industry,” said Mohammed Nada, managing director at Alyasra Fashion. “We are not only consciously embracing the latest trends in sustainable fashion but also contributing to the Gulf Countries’ collective efforts in building a greener and more environmentally conscious future.”
Primer Group will distribute Allbirds products across Malaysia, Singapore, Indonesia, and the Philippines. Other brands distributed by Primer Group include Columbia, Birkenstock and The North Face.
“We are excited about our strategic partnership with Allbirds, a brand that epitomizes innovation, sustainability and quality craftsmanship,” said Mark Chim, managing director of Primer Group. Our deep-rooted understanding of the Southeast Asian market positions us uniquely to champion the expansion of Allbirds’s presence in the region.”
Allbirds CFO Annie Mitchell said the company is pleased to expand its international presence with leading distributors.
“The addition of these new regions via our distributor model will enable us to leverage the local knowledge and expertise of these distributors to build brand awareness and sales. These agreements highlight the continued progress we’re making against our strategic shift from a direct-go-to-market model to a third-party distributor model in key international geographies,” she commented.
Image courtesy Allbirds, Inc.
