SC

Strategy Canon

Allbirds: sourced choices

16 product and go-to-market choices, oldest first. Back to the case study

  1. 2016Product · Entry product Allbirds launched with the Wool Runner. AB1
  2. 2016Go_To_Market · Launch route The founders launched the Allbirds brand after testing wool-shoe prototypes. AB2
  3. 2020Go_To_Market · Direct distribution Allbirds sold through its own digital and retail channels. AB1
  4. 2020Go_To_Market · Stores The store footprint had expanded to 22 locations. AB1
  5. 2021-09-15Product · Materials The product range used merino wool and tree-derived textile platforms. AB1
  6. 2021-09-15Product · Soles Allbirds used sugarcane-based SweetFoam in footwear. AB1
  7. 2021-09-15Product · Weather use The Mizzle line addressed wet and cold conditions. AB1
  8. 2021-09-15Product · Performance expansion Allbirds expanded into performance footwear. AB1
  9. 2021-09-15Product · Apparel Allbirds offered apparel as well as shoes. AB1
  10. 2021-09-15Go_To_Market · Positioning Allbirds emphasized simple design, comfort and natural materials. AB1
  11. 2022Product · Apparel retreat Allbirds discontinued certain first-generation apparel. AB6
  12. 2023-03-09Product · Core focus Management announced a more focused product strategy. AB7
  13. 2023-03-09Go_To_Market · Retail restraint The transformation plan called for slower US store openings. AB6
  14. 2023-03-09Go_To_Market · Wholesale The transformation plan included selective third-party distribution. AB6
  15. 2023-03-09Go_To_Market · International model Allbirds planned to evaluate distributors in some international markets. AB6
  16. 2026-06-09Go_To_Market · Business disposal Allbirds sold footwear assets and related liabilities for $40.7 million in cash. AB3