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Allbirds Inks New Deal

The brand has signed a new distribution deal for the Southeast Asia region, as the US footwear company continues to shift from a direct-to-consumer to a third-party model across its foreign markets.

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 epitomises 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.