Allbirds Inc. appointed Belle Fashion Group as its exclusive distributor and licensee in mainland China, Macau and Taiwan. The deal was effective at the end of June.
The company said in a media release that the shift from a direct go-to-market model to a third-party distributor model internationally is a critical component of Allbirds’s strategy to drive long-term, scalable growth in overseas markets.
Allbirds said it first launched in China in 2019, where Belle Fashion Group already operates thousands of stores and boasts a broad online presence for an expansive portfolio of footwear, apparel and accessories brands.
“China is a key part of our global business, and we’re proud to be partnering with industry leader Belle Fashion Group to elevate our brand presence in the region,” said Annie Mitchell, CFO of Allbirds, Inc. “We’ve enjoyed great popularity locally since launching there five years ago and, utilizing Belle’s local knowledge and expertise, we look forward to further extending our brand reach in this important region.”
Belle Fashion Group will reportedly oversee the distribution of Allbirds products across retail, online and wholesale channels and allocate dedicated brand and marketing resources to the partnership.
Image courtesy Allbirds, Inc.
