News Brief: Allbirds Shifts Focus to E-commerce, Closes U.S. Full-Price Stores
Summary
Sustainable footwear brand Allbirds announced it will close all its full-price U.S. stores by end of February to focus on e-commerce and partnerships, aiming for profitable growth. It will keep two U.S. outlet stores and two London full-price stores open.
Key Points
- Store Closures: All full-price U.S. stores will close by end of February 2024.
- New Focus: Company will redirect resources to e-commerce and wholesale partnerships.
- Remaining Stores: Two U.S. outlet stores and two London full-price stores will continue operating.
- Reason: Part of a turnaround strategy to cut costs, exit unprofitable locations, and achieve long-term health.
- Context: Follows a trend of digitally-native, direct-to-consumer brands pivoting away from physical retail due to rising costs and changing consumer habits.
- Financial Performance: Q3 2023 net revenue fell 23.3% year-over-year; U.S. store revenue down ~20%. Stock has dropped over 80% in two years.
新闻简报：Allbirds 转向电子商务，关闭美国全价门店
摘要
可持续鞋履品牌 Allbirds 宣布，将在二月底前关闭所有美国全价门店，将重心转向电子商务和合作伙伴关系，以实现盈利增长。该公司将保留两家美国奥特莱斯店和两家伦敦全价店。
关键点
- 门店关闭：所有美国全价门店将于2024年2月底前关闭。
- 新重心：公司将把资源重新投向电子商务和批发合作伙伴关系。
- 保留门店：两家美国奥特莱斯店和两家伦敦全价店将继续营业。
- 原因：作为扭亏为盈战略的一部分，旨在削减成本，退出无盈利门店，确保业务长期健康。
- 背景：顺应数字化原生、直接面向消费者的品牌因成本上升和消费习惯改变而远离实体零售的趋势。
- 财务表现：2023年第三季度净收入同比下降23.3%；美国门店收入下降约20%。过去两年股价暴跌超80%。
Original Article Link: https://www.cnbc.com/2026/01/28/allbirds-stores-retail.html