By  on April 12, 2019

SHANGHAI — Allbirds opened its first China store in Shanghai last week, in tandem with its launch on Tmall and the unveiling of its dedicated Chinese web site. The direct-to-consumer footwear company is making a big play in China, taking a multichannel approach; investing heavily in retail space, and hiring a team of 25 in its Shanghai headquarters.

While some international brands have previously chosen to dip their toes slowly into the China market, perhaps testing the water by launching a store on one of the country’s big e-commerce players before making any major investments, Allbirds inked a deal with Swire Group to open four retail stores at their Shanghai, Beijing, Guangzhou and Chengdu properties by the end of this year.

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