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19 Sep 2019

Swire Properties Teams up with Sustainable Brand Allbirds to Announce Strategic Partnership

Allbirds makes Asian debut with exclusive launch across Swire Properties’ shopping malls in China

Swire Properties and San Francisco-based sustainable brand Allbirds announced a strategic partnership today, to launch the footwear label in the Chinese market at four of Swire Properties’ shopping malls. This is Allbirds’ first foray into Asia, and its first two stores have already opened at HKRI Taikoo Hui in Shanghai and Taikoo Li Sanlitun in Beijing. Two other outlets are slated to open later this year at Taikoo Hui in Guangzhou and Sino-Ocean Taikoo Li Chengdu.  

A certified B Corporation – a business that balances purpose and profit – Allbirds’ sustainable shoes have been described as “The World’s Most Comfortable Shoes” by TIME Magazine. Swire Properties is renowned for its expertise in developing and managing retail-led large-scale developments. All five of its developments in operation in the Chinese mainland have become iconic landmarks in their home cities, well-received by locals and tourists.

“At Swire Properties, we believe in offering our customers diverse choices and exciting experiences at our shopping malls,” said Han Zhi, Director, Retail at Swire Properties. “We constantly explore the global brand pool to find those innovative brands who are helping reshape the industry, with an emphasis on quality and individuality, and an understanding of what millennial consumers want. This initiative with Allbirds is one such partnership, and we are very excited to continue introducing these unique brands as first entries into the Chinese market, and to foster their growth with our expertise and resources.” 

Erick Haskell, President of International at Allbirds, said, “We are excited to strategically collaborate with Swire Properties to offer our unique store experience to target customer groups. We have been planning and working hard to thoughtfully enter the market for a long time, and believe that our great products and experience, along with a direct relationship with Chinese customers, will help us build a sustainable business in China that is here for the long run.”

Currently, Allbirds provides three collections manufactured from natural materials – Merino Wool, Tree made of Eucalyptus Fiber, and SweetFoam™ derived from renewable sugarcane. The products come in a variety of colours, from classic white, grey and black, to fun limited-edition shades.  

In celebration of this partnership, Allbirds and Swire Properties have launched a range of innovative experiences for consumers, including Click & Collect – an online-to-offline service that allows Allbirds’ consumers to reserve products on the Internet, and then pick them up at a physical store, making shopping even more convenient. What’s more, limited-edition Tree Skippers in Kauri Navy and Kauri Zin are exclusively available at the brand’s China stores. Apart from their new retail outlets at Swire Properties’ malls, Allbirds has also launched on TMall and hosts its own brand site (www.allbirds.cn). 

Allbirds has been shaking up the footwear industry since its debut in 2016. Committed to making “better things in a better way”, the certified B Corporation treats the environment as seriously as its own business. Recently, Allbirds teamed up with Academy Award-winning Actor and environmental activist Leonardo DiCaprio, an investor in the brand, to answer the question, “What if using different materials made all the difference?” Fans will be able to find out at Allbirds’ retail stores in late fall.