Allbirds announces completion of international distributor deals

Allbirds has signed definitive agreements with distributors in the Gulf Countries and Southeast Asia. With these agreements, Allbirds has now completed deals with six international distributors. The shift from a direct go-to-market model to a third-party distributor model is one of the key pillars under Allbirds’s previously announced Strategic Transformation Plan. Earlier this month, the brand announced partnerships in Australasia and Japan, following similar deals in Canada and South Korea last year. Primer Group will distribute Allbirds’s products across Malaysia, Singapore, Indonesia, and the Philippines. Other brands distributed by Primer Group include Columbia, Birkenstock, and The North Face. “We are pleased to be expanding our international presence with industry-leading distributors,” said Annie Mitchell, Chief Financial Officer of Allbirds. “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.”