鞋类品牌Allbirds关闭实体门店 转向线上零售

Core Viewpoint - Allbirds is shifting its focus from physical stores to online retail to enhance profitability, announcing the closure of its remaining U.S. direct stores by the end of February [2][5]. Group 1: Strategic Shift - The company will redirect resources towards e-commerce and partnership channels, marking a significant step in its transformation strategy aimed at achieving profit growth [2][5]. - Allbirds has already been reducing its physical store footprint over the past two years, and the closure of these remaining unprofitable stores is part of a cost-reduction strategy to ensure long-term business health [2][5]. Group 2: Current Operations - Allbirds will continue to operate two outlet stores in the U.S. and maintain two direct stores in London [2][5]. - The company, which originated in Silicon Valley, rapidly grew during the direct-to-consumer trend and went public in 2021, initially aiming to build a customer base through physical retail [2][5]. Group 3: Financial Performance - In its third-quarter financial report released in November, Allbirds reported a 23.3% decline in net revenue compared to the previous year, primarily due to adjustments by international distributors and the closure of physical stores [2][5]. - Net revenue from U.S. stores decreased by approximately 20% year-over-year [2][5]. Group 4: Market Position - Allbirds currently has a market capitalization of $32 million, with its stock price having plummeted over 80% in the past two years [3][6].