US-based sneaker startup Allbirds has officially launched in Australia.
The tech disruptor has raised $27.5 million in funding to date, prompted by strong consumer demand for its eco-friendly wool shoes.
Priced at $140, each shoe is created using merino wool.
Here, co-founder and former biotech engineer Joey Zwillinger discusses the launch strategy.
What prompted the launch of Allbirds in Australia?
Australians have long been writing to us specifically requesting that we open up availability down under. That sentiment combined with the country's natural sensibilities around sustainability and getting outdoors, it felt like it was the perfect place for Allbirds to take our first international expansion.
What is the format for launching here - will it be a wholly owned subsidiary?
Allbirds is a direct-to-consumer brand, so we will only be available online at au.allbirds.com, and likely to include our own retail experiences in the near future.
What is the five-year plan for the brand in Australia?
To be the go-to choice for Australians seeking comfort products with beautifully simple design.
Do you identify any competitors in the market?
We are excited about bringing such a new and different idea to footwear - sustainability has not been a major focus in the industry, and we're hoping to really push the boundaries in what it means to be doing things in a better way.
What is the brand's current presence in the international market?
As my co-founder, Tim Brown, is from New Zealand, we launched the brand in our home countries — the US and NZ. We're excited to announce Australia as our first new international market!
What was the process for securing series B investment?
We looked for a long-term investor who wants to work with us on building an enduring global brand. We found that and more in Tiger Global, backed up by our existing investors like Maveron (Starbucks founder Howard Schultz’s venture capital group) and Lerer Hippeau.
How much has the brand raised in total so far?
$27.5M USD.
Will there be any more investment rounds?
We're not seeking additional funding at this time and instead are incredibly focused on growing our team and developing new materials.
Any other comments?
Australians should expect world class service from us. We offer free shipping, and free returns, as well as a 30 day no questions asked return policy; we’re confident that once Aussies get their feet in an Allbirds shoe, they won’t send it back.