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Allbirds Goes All-in on China

The footwear company is betting on Chinese consumers’ preference for sustainability and ath-leisure, opening four stores across the country.

Allbirds is hoping its sustainability message will play well in China, where it is opening four stores, including this unit.

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 having a team of 25 employees in its Shanghai headquarters.

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