To bolster its presence in the Asian market, Allbirds has forged an exclusive distribution and licensing agreement with the Chinese Belle Fashion Group. Effective June 28, Belle Fashion Group will manage Allbirds’ operations in mainland China, Macau and Taiwan. This strategic shift from a direct go-to-market model to a partnership with a third-party distributor underscores Allbirds’ ambition for long-term, scalable growth in international markets.
Allbirds, which made its debut in China in 2019, aims to expand its reach by leveraging Belle Fashion Group’s extensive retail and online footprint. Belle Fashion Group, a dominant player in the Chinese market with thousands of stores and a robust e-commerce presence, is well-positioned to elevate Allbirds’ brand visibility and market penetration.
“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, Chief Financial Officer of Allbirds, highlighting the importance of the Chinese market. Mitchell emphasized the synergy between Allbirds’ sustainable product offerings and Belle Fashion’s market expertise, anticipating significant growth and brand reinforcement through this partnership.
Belle Fashion Group’s role will encompass the distribution of Allbirds products across various retail, online and wholesale channels. The group will also allocate specific brand and marketing resources to ensure a cohesive and impactful market strategy. This collaboration aims to enhance consumer engagement and drive sales growth in the region. The partnership is poised to not only strengthen Allbirds’ market position in China but also set a precedent for strategic collaborations in the global footwear industry.
Founded in San Francisco in 2016, with roots in New Zealand, Allbirds has distinguished itself with its eco-friendly footwear, such as the Wool Runner.
