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Allbirds inks new distribution deal for Southeast Asia

Allbirds has inked a new distribution deal for the Southeast Asia region, as the U.S. footwear brands continues to shift from a direct-to-consumer to a third-party model across its foreign markets.

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The company revealed Primer Group, whose other brands include Columbia, Birkenstock, and The North Face, will distribute Allbirds’ products across Malaysia, Singapore, Indonesia, and the Philippines.

“We are excited with our strategic partnership with Allbirds, a brand that epitomizes innovation, sustainability, and quality craftsmanship,” said Mark Chim, managing director of Primer Group, which is based in the Philippines.

“Our deep-rooted understanding of the South East Asian market positions us uniquely to champion the expansion of Allbirds presence in the region.”

Coinciding with the Southeast Asia deal, Allbirds also announced that Middle Eastern firm Alyasra Fashion will be the exclusive distributor in the Gulf countries for the American brand.

“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.”

Earlier this month, the San Francisco-based brand announced new distribution partnerships in Australia and Japan, following similar deals in Canada and South Korea last year.