American Exchange Group (AEG), the New York-based fashion accessory design, manufacturing, and distribution company, that in late March acquired the intellectual property (IP) assets of the Allbirds brand, is partnering with WSG Brands, a leading brand management and licensing platform to close the loop as the new co-owners of the Allbirds brand.
The former owner of the at-one-time direct-to-consumer (DTC) darling brand, Allbirds, Inc., on March 31 reported that it had entered into a definitive agreement to be acquired by the American Exchange Group for $39 million, or “about one-tenth” of the $348 million it raised in its 2021 IPO and a fraction of the more than $4 billion valuation it briefly commanded on its first day of trading. Allbirds underwent a 1-for-20 reverse stock split in 2024. The deal, which was expected to see some price adjustments before finalizing, was expected to close in the second quarter of 2026 with distributions including costs to wind down the public company.
The transaction was was said to be completed alongside a consortium of strategic investors, manufacturers, and operating partners aligned behind the strategic vision of the Group for the expansion of the Allbirds brand. Under the Group’s ownership, the brand will leverage an asset-light licensing model to unlock new opportunities across product categories, retail channels, and global markets.
In combination with this announcement today, Allbirds, Inc. announced that it had changed its corporate name to “Superbird” as it pursues its new focus on cloud computing capacity and AI services.
AEG has been an active acquirer in the brand management space in recent years, with a portfolio of owned and licensed brands that includes Aerosoles, Jonathan Adler, White Mountain, Ed Hardy, Rampage, Alexis Bendel, Born, and Island Surf Company.
WSG most recently acquired the iconic lifestyle brand Von Dutch, where it successfully executed a licensing-led growth strategy that expanded distribution, strengthened retail partnerships, entered new categories, and accelerated international expansion.
As co-owners of the brand, WSG will serve as a key operating and growth partner, while AEG will design and manufacture the footwear as the companies lead Allbirds into its next phase of expansion. Together, the group will focus on strengthening the brand’s existing business while pursuing new opportunities across product categories, retail distribution, licensing, and international markets.
“This acquisition represents an exciting milestone for American Exchange Group and reflects our continued focus on partnering with brands that have strong consumer relevance, differentiated positioning, and significant long-term growth potential,” said Alen Mamrout, CEO, American Exchange Group. “Allbirds has built a globally recognized brand by bringing a distinct point of view to the market and creating a meaningful connection with consumers around the world. Together with WSG Brands, whose proven track record in brand expansion and licensing makes them an exceptional partner, we see a compelling opportunity to build on that foundation and unlock the brand’s next phase of growth. By combining AEG’s product development, sourcing, and manufacturing capabilities with WSG’s expertise in brand management and market expansion, we intend to thoughtfully extend Allbirds into new categories, channels, and international markets while preserving the authenticity and values that have made the brand so distinctive.”
The acquisition marks the beginning of the Group’s long-term strategy to expand the Allbirds brand beyond its current footprint through licensing, strategic partnerships, category expansion, enhanced distribution, and international growth.
“We believe Allbirds represents one of the most compelling brand opportunities in the market today,” said Jack Cheika, founder and CEO, WSG Brands. “The brand has built meaningful awareness and consumer affinity around the world. Our vision is to preserve what consumers love about Allbirds while expanding its reach into new categories, markets, and partnerships. Having successfully executed this strategy with Von Dutch, we are excited to begin the next chapter of growth alongside American Exchange Group.”
AEG said additional announcements regarding partnerships, licensing initiatives, and international expansion plans are expected in the coming months.
Image courtesy Allbirds, Inc.
See below for additional SGB Media coverage of the transition of Allbirds Inc. from revolutionary footwear brand marketer to data centers and AI services:
Allbirds Rebrands as AI Company to Smartbird, Appoints Amazon Exec as CEO
