Allbirds strengthens partnership with the Chinese Belle Fashion Group
The Californian-based sustainable footwear brand has announced that Belle Fashion Group has been appointed its exclusive distributor and licensee in mainland China, Macau and Taiwan
Under the terms of the agreement, Belle Fashion Group will be responsible for the distribution of Allbirds products across retail, online and wholesale channels and provide dedicated brand and marketing resources to the partnership. The footwear brand first launched in China in 2019, where the group operates thousands of stores and has an extensive online presence for its portfolio of footwear, apparel and accessories brands.
“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”, stated Annie Mitchell, Chief Financial Officer of Allbirds. “We’ve enjoyed great popularity locally since launching there five years ago and, utilizing Belle’s local knowledge and expertise, we look forward to further extending our brand reach in this important region”, she concluded.
The shift from a direct go-to-market model to a third-party distribution model is a key component of the company’s strategy to drive long-term, scalable growth internationally.
Image Credits: luxe.digital
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