On July 24th, Allbirds, the innovative American footwear brand, announced the migration of its official WeChat account from Aubous (Shanghai) Trading Co., Ltd. to Baroque-China (Shanghai) Co., Ltd.
Baroque-China (Shanghai) Co., Ltd., established in 2016, is a wholly-owned subsidiary of Belle Fashion Group.
As early as July 15th, Allbirds had informed consumers: “To better serve Chinese consumers, Allbirds officially announces Belle Fashion Group as its exclusive distributor partner in China. From July 15th, all relevant information and data will be transferred to Belle Fashion Group. You can still purchase Allbirds products through existing official channels, including Tmall flagship store, JD.com flagship store, and offline stores. Your order information and account details on the Allbirds official website will be transferred to Belle Fashion Group and protected under their privacy policy.”
This move aligns with Allbirds’ strategic transformation plan announced in March 2023, aiming to revitalize growth, enhance capital efficiency, and improve profitability over the coming years. A key focus is the international market strategy transformation, achieving international growth through distributor partnerships to save costs and capital.
Following this, Allbirds has systematically sought and finalized partnerships in various markets, completing transactions with eight international distributors, transitioning from a direct market entry model to a third-party distributor model. These include:
- In-Sport Fashions Inc. as the exclusive distributor for the Canadian market
- EFG Corporation as the exclusive distributor for the South Korean market
- Goldwin Inc. as the exclusive distributor for the Japanese market
- Compendium Group as the first designated distributor for the Australian market, focusing on building brand awareness in Australia, New Zealand, and the Pacific Islands
- Alyasra Fashion as the exclusive distributor for the Gulf countries
- Primer Group for distributing Allbirds products in Malaysia, Singapore, Indonesia, and the Philippines
- Authentic Brands Group as the first designated distributor for the Benelux market
- The Future AS as the distributor for the Scandinavian market, covering eight countries including Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway, and Sweden
| Source: Brand social media announcements, official press releases
| Image Credit: Brand official website
| Editor: LeZhi
