Allbirds’ wholesale roster expands once more with REI deal

Dive Temporary:

  • As Allbirds expands its wholesale attain, the direct-to-consumer model is partnering with REI to promote its footwear. Choose Allbirds’ merchandise will likely be offered in 41 of REI’s shops and on the retailer’s web site, in keeping with particulars emailed to Retail Dive Tuesday.
  • The assortment contains Allbirds’ Tree Flyer working shoe, which debuted this summer time, in addition to the corporate’s path runner and a few of its extra informal footwear, like its iconic wool runner.
  • Allbirds in Might entered wholesale by way of two offers, with Zalando and Public Lands. The model has since expanded its retail companions to embrace Nordstrom, amongst others.

Dive Perception:

It wasn’t so way back that Allbirds was a DTC-only model. The corporate in February introduced its intentions to enter wholesale because it appears for “sturdy profitability” and now its U.S. associate checklist contains three main retailers: Public Lands (owned by Dick’s Sporting Items), Nordstrom and REI.

“The 2 manufacturers, who’ve a shared give attention to sustainability stewardship for higher enterprise, are coming collectively to offer REI clients with extra choices for sustainable footwear,” a spokesperson stated through e mail. The corporate added that the REI partnership helps Allbirds’ “sustainable development plans to construct model consciousness, and attain extra clients each on-line and offline.”

Co-CEO Joey Zwillinger in February stated the model can be methodical about its entry into wholesale and described the technique as “proactive and deliberate.” The chief confused that Allbirds would solely associate with “premium areas” that had been “model additive” and famous that increasing its wholesale community would permit the corporate to lift model consciousness.

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Allbirds shouldn’t be the one athletic way of life model REI has introduced in to construct out its assortment: The corporate partnered with Athleta a 12 months in the past to deliver a choice of the model’s merchandise into 135 shops and in addition sells DTC model Vuori in shops.

Along with rising its wholesale roster, Allbirds is increasing its personal retailer fleet, with a complete of 55 brick-and-mortar shops as of the top of September. Shops are performing properly up to now: Zwillinger in Might stated the corporate’s U.S. shops “grew properly in extra of 150%” in the course of the first quarter and had been the corporate’s greatest development driver.

Over the previous two years, Allbirds has swiftly moved previous its footwear roots, coming into the attire area in 2020 and launching an activewear line in 2021 because it appears for scale. On the identical time, the model has been hit with widening losses and was one among a sequence of outlets that laid off employees over the summer time. In August, Allbirds additionally backtracked on its attire technique, saying it deliberate to “simplify” its strategy within the class. That included specializing in fundamentals and sunsetting its leggings.

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