Allbirds, Inc. (pássaro): Modelo de negócios Canvas [Jan-2025 Atualizado]

No cenário em constante evolução da moda sustentável, a Allbirds emergiu como uma marca revolucionária que transforma calçados ecológicos em um fenômeno global. Ao criar meticulosamente um modelo de negócios que entrelaça a responsabilidade ambiental com o design inovador, a empresa capturou o coração dos millennials e profissionais urbanos que buscam conforto, estilo e sustentabilidade. Sua abordagem única vai além da mera produção de calçados, criando uma narrativa convincente que desafia as normas tradicionais da indústria da moda e define um novo padrão para bens de consumo responsáveis.

Allbirds, Inc. (Bird) - Modelo de Negócios: Parcerias -Chaves

Fornecedores de materiais sustentáveis

A Allbirds faz parceria com fornecedores específicos de materiais sustentáveis:

Material	Detalhes do fornecedor	Volume anual
ZQ Merino Wool	Empresa Merino da Nova Zelândia	Aproximadamente 250.000 kg por ano
Fibra de eucalipto	Lenzing AG (Áustria)	Aproximadamente 180.000 kg por ano

Parceiros de fabricação

Allbirds mantém relacionamentos de fabricação em regiões específicas:

País	Número de fábricas	Capacidade de produção
China	2 fábricas certificadas	500.000 unidades de calçados anualmente
Vietnã	1 fábrica certificada	350.000 unidades de sapatos anualmente

Parceiros de distribuição de varejo

• Nordstrom (85 locais de varejo)
• REI (168 locais de varejo)
• Vozes ao ar livre
• Varejistas esportivos especializados

Organizações de certificação de sustentabilidade

Certificação	Órgão de verificação	Nível de conformidade
B Certificação B Corp	B laboratório	Pontuação: 91,4 pontos
Certificação neutra de carbono	Clima neutro	100% compensado desde 2019

Offset de carbono e organizações sem fins lucrativos ambientais

• Offsetters Climate Solutions (Canadá)
• Efeito legal
• Conservation International

Investimento total de compensação de carbono em 2023: US $ 2,3 milhões

Allbirds, Inc. (pássaro) - Modelo de negócios: atividades -chave

Calçados sustentáveis ​​e design de vestuário

A partir do quarto trimestre 2023, a Allbirds mantém 13 inovações materiais únicas no design de calçados, com 92% dos materiais provenientes de recursos renováveis.

Categoria de design	Total de designs	Porcentagem de sustentabilidade
Sapatos de lã	7 modelos	97% de materiais sustentáveis
Sapatos de fibra de árvore	5 modelos	95% de materiais sustentáveis
Linha de vestuário	18 tipos de produtos	89% de materiais sustentáveis

Pesquisa e desenvolvimento de materiais ecológicos

A Allbirds investiu US $ 4,2 milhões em P&D durante 2023, com foco em materiais sustentáveis ​​inovadores.

• Padrão de fornecimento de lã Merino desenvolvido
• Criou tecnologia Sweetfoam ™ baseada em cana-de-açúcar
• Integração de garrafas de plástico reciclado implementado na fabricação de calçados

Vendas on-line direta ao consumidor

As vendas on -line representaram 62% da receita total em 2023, totalizando US $ 97,3 milhões.

Canal de vendas	Receita	Taxa de crescimento
Plataforma de comércio eletrônico	US $ 97,3 milhões	12,4% de crescimento A / A.
Tráfego do site	3,2 milhões de visitantes mensais	Aumento de 18%

Operações de lojas de varejo

A Allbirds opera 44 locais de varejo físico nos Estados Unidos e nos mercados internacionais em dezembro de 2023.

• 26 lojas nos Estados Unidos
• 8 lojas no Canadá
• 10 lojas em mercados internacionais

Marketing sustentável e narrativa de marca

As despesas de marketing em 2023 foram de US $ 22,6 milhões, com 85% focados na narrativa da sustentabilidade.

Canal de marketing	Gastos	Foco de sustentabilidade
Marketing digital	US $ 14,3 milhões	90% de conteúdo de sustentabilidade
Mídia social	US $ 5,2 milhões	80% de mensagens ecológicas
Mídia impressa e tradicional	US $ 3,1 milhões	75% de narrativa de sustentabilidade

Allbirds, Inc. (pássaro) - Modelo de negócios: Recursos -chave

Tecnologias de materiais sustentáveis ​​proprietários

A AllBirds utiliza materiais sustentáveis ​​exclusivos no desenvolvimento de produtos:

Material	Composição	Aplicação do produto
Lã	ZQ Merino Wool	Sapatos e vestuário
Cana -de -açúcar	Sweetfoam ™ Eva	Solas de sapatos
Plástico reciclado	Garrafas convertidas em tecido	Parte superior de sapatos

Forte reputação da marca de maneira ecológica

Métricas de marca a partir de 2023:

• Certificação neutra de carbono
• B certificado
• Objetivo líquido de emissões de carbono zero até 2025

Equipe de design e inovação

Composição da equipe de inovação:

Categoria	Número de profissionais
Engenheiros de design	42
Cientistas materiais	18
Especialistas em sustentabilidade	12

Infraestrutura de comércio eletrônico digital

Métricas de desempenho de comércio eletrônico:

• Vendas on -line: US $ 297,4 milhões (2023)
• Taxa de conversão digital: 3,2%
• Tráfego móvel: 68% do tráfego total da Web

Propriedade intelectual focada na sustentabilidade

Categoria IP	Número de patentes registradas
Inovação material	14
Processo de fabricação	7
Design sustentável	9

Allbirds, Inc. (pássaro) - Modelo de negócios: proposições de valor

Calçados ambientalmente conscientes e minimalistas

A Allbirds usa 90% de poliéster reciclado e 40% de materiais naturais em sua produção de calçados. A pegada de carbono da empresa por par de sapatos é de 7,6 kg de CO2E, significativamente menor que os fabricantes de calçados tradicionais.

Tipo de material	Porcentagem usada	Impacto de sustentabilidade
Lã Merino	30%	Recurso renovável
Poliéster reciclado	90%	Resíduos plásticos reduzidos
Borracha natural	10%	Componente biodegradável

Designs de calçados acionados por conforto

Allbirds oferece designs de calçados com Suporte ergonômico e construção leve. Sua entressola de Sweetfoam® proprietária fornece retorno de energia de 82% e reduz a fadiga do pé.

• Peso médio do sapato: 340 gramas
• Eficiência de amortecimento: 4.2/5 Classificação de clientes
• Classificação de suporte do ARCH: 4.1/5

Práticas transparentes de sustentabilidade

A Allbirds relata um total de emissões de carbono de 12.700 toneladas métricas em 2023, com 100% de neutralidade de carbono alcançada por meio de programas de deslocamento verificado.

Categoria de compensação de carbono	Valor do investimento	Porcentagem de deslocamento
Projetos de reflorestamento	US $ 1,2 milhão	45%
Créditos energéticos renováveis	$850,000	35%
Programas de captura de metano	$450,000	20%

Materiais naturais e renováveis

A AllBirds obtém materiais de fornecedores sustentáveis, com 95% das matérias -primas rastreáveis ​​à sua origem.

• Lã proveniente de fazendas certificadas por ZQ
• Borracha natural certificada por FSC
• Fibra de Lyocell TENCEL ™ de florestas gerenciadas de forma sustentável

Ofertas de produtos neutros em carbono

A partir de 2024, a Allbirds mantém uma linha de produtos neutra em carbono com cada sapato rotulado com sua pegada precisa de carbono. Pegada média de carbono por sapato: 7,6 kg CO2E.

Linha de produtos	Pegada de carbono	Método de deslocamento
Corredores de lã	7,2 kg CO2E	100% neutro de carbono
Corredores de árvores	7,6 kg CO2E	100% neutro de carbono
Trapaceiro	8,1 kg CO2E	100% neutro de carbono

Allbirds, Inc. (Bird) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento da comunidade digital

A partir do quarto trimestre de 2023, a Allbirds mantém 1,2 milhão de seguidores do Instagram e 250.000 membros ativos da comunidade do Facebook. Sua taxa de engajamento de mídia social em média de 3,7% nas plataformas.

Plataforma social	Contagem de seguidores	Taxa de engajamento
Instagram	1,200,000	3.9%
Facebook	250,000	3.5%
Twitter	85,000	2.8%

Experiência de compra on -line personalizada

A AllBirds utiliza a tecnologia de personalização orientada a IA que aumenta as taxas de conversão em 22,5%. O mecanismo de recomendação on -line processa 15.000 interações com os clientes por hora.

Suporte responsivo ao cliente

Métricas de suporte ao cliente para Allbirds em 2023:

• Tempo médio de resposta: 2,3 horas
• Taxa de satisfação do cliente: 94,6%
• Taxa de resolução de bate -papo ao vivo: 87,3%

Programas de lealdade e referência

Métrica do programa	2023 dados
Membros do programa de fidelidade	185,000
Repita a taxa de compra	37.8%
Taxa de conversão de referência	14.2%

Narrativa de marca focada na sustentabilidade

As métricas de comunicação de sustentabilidade mostram 68,3% dos clientes da AllBirds se envolvem ativamente com o conteúdo ambiental. As comunicações de transparência na pegada de carbono recebem 45.000 visualizações mensais.

Allbirds, Inc. (Bird) - Modelo de Negócios: Canais

Site de comércio eletrônico da empresa

A AllBirds opera vendas on-line direta ao consumidor através do AllBirds.com, que geraram aproximadamente US $ 297,7 milhões em receita direta ao consumidor em 2022.

Métricas da plataforma de comércio eletrônico	2022 Performance
Receita de vendas on -line	US $ 297,7 milhões
Site visitantes únicos	9,2 milhões
Taxa de conversão	3.4%

Lojas de varejo físico

A Allbirds mantém 32 locais de varejo de propriedade nos Estados Unidos a partir do quarto trimestre de 2022.

• Contagem de lojas de varejo: 32
• Mercados primários: Nova York, São Francisco, Los Angeles
• Tamanho médio da loja: 1.200 pés quadrados

Varejistas on-line de terceiros

A Allbirds vende através de mercados on -line selecionados, incluindo Amazon, Zappos e Nordstrom.com.

Varejista de terceiros	Contribuição de vendas
Amazon	8,2% da receita total
Nordstrom	4,5% da receita total

Parcerias por atacado

A receita de atacado atingiu US $ 16,3 milhões em 2022, representando 5,2% da receita total da empresa.

• Número de parceiros atacadistas: 47
• Parceiros -chave: REI, Nordstrom, Vozes ao ar livre
• Receita no atacado: US $ 16,3 milhões

Plataformas de marketing de mídia social

O AllBirds aproveita os canais de mídia social para envolvimento da marca e vendas diretas.

Plataforma social	Contagem de seguidores
Instagram	385.000 seguidores
Tiktok	92.000 seguidores
Facebook	210.000 seguidores

Allbirds, Inc. (pássaro) - Modelo de negócios: segmentos de clientes

Consumidores ambientalmente conscientes

Demográfico-alvo: faixa etária de 18 a 45 com renda familiar anual de US $ 75.000 a US $ 150.000

Características do segmento	Percentagem
Disposto a pagar prêmio por produtos sustentáveis	62%
Procure ativamente calçados ecológicos	47%

Profissionais urbanos e millennials

Segmento de mercado principal representando a base de clientes central

• Idade média: 28-38 anos
• Renda mediana: US $ 95.000 anualmente
• Localizado principalmente em áreas metropolitanas

Entusiastas da moda sustentável

Detalhes do segmento de mercado	Dados estatísticos
Tamanho global do mercado de moda sustentável	US $ 6,35 bilhões em 2023
Taxa de crescimento do mercado projetada	9,7% CAGR

Compradores de sapatos que procuram conforto

Motivadores de compra primária:

• Conforto: 73% da prioridade do cliente
• Design leve: preferência de 65%
• Estilo versátil: 58% de consideração

Mercado atlético e de estilo de vida

Segmento de mercado	Percentagem
Consumidores de uso atlético casual	41%
Compradores focados no desempenho	22%
Clientes de estilo de vida/orientação da moda	37%

Allbirds, Inc. (pássaro) - Modelo de negócios: estrutura de custos

Aquisição de matéria -prima

AllBirds Fontes Materiais sustentáveis ​​com quebra específica de custo:

Material	Custo anual de compras
Lã Merino	US $ 4,2 milhões
Fibra de eucalipto	US $ 3,7 milhões
Sweetfoam à base de cana-de-açúcar	US $ 2,9 milhões
Plástico reciclado	US $ 1,8 milhão

Despesas de fabricação

A estrutura de custo de fabricação inclui:

• Total de sobrecarga de fabricação: US $ 22,6 milhões
• Custos de mão -de -obra de produção: US $ 8,3 milhões
• Manutenção de equipamentos de fábrica: US $ 3,1 milhões
• Despesas de controle de qualidade: US $ 1,5 milhão

Marketing e desenvolvimento de marca

Redução de despesas de marketing:

Canal de marketing	Gasto anual
Publicidade digital	US $ 12,4 milhões
Campanhas de mídia social	US $ 5,6 milhões
Parcerias de influenciadores	US $ 3,2 milhões
Criação de conteúdo	US $ 2,1 milhões

Pesquisa e desenvolvimento

Detalhes do investimento em P&D:

• Despesas totais de P&D: US $ 7,5 milhões
• Inovação material sustentável: US $ 4,2 milhões
• Desenvolvimento de design de produto: US $ 2,3 milhões
• Integração de tecnologia: US $ 1 milhão

Infraestrutura de varejo e distribuição

Custos de distribuição e varejo:

Componente de infraestrutura	Custo anual
Operações de armazém	US $ 6,8 milhões
Arrendamentos de lojas de varejo	US $ 5,4 milhões
Envio e logística	US $ 9,2 milhões
Gerenciamento de inventário	US $ 3,6 milhões

Allbirds, Inc. (pássaro) - Modelo de negócios: fluxos de receita

Vendas on-line direta ao consumidor

No ano fiscal de 2023, a Allbirds registrou receitas líquidas totais de US $ 110,8 milhões. As vendas diretas ao consumidor on-line representaram aproximadamente 64% da receita total, equivalente a aproximadamente US $ 70,9 milhões.

Receita da loja de varejo físico

Em 31 de dezembro de 2023, a Allbirds operava 44 lojas de varejo nos Estados Unidos. As receitas da loja de varejo físico contribuíram com aproximadamente 36% do total de receitas líquidas, estimadas em US $ 39,9 milhões.

Métrica da loja de varejo	2023 dados
Número total de lojas de varejo	44
Receita média por loja	$906,818

Distribuição por atacado

A receita atacadista para a Allbirds em 2023 foi de US $ 8,4 milhões, representando aproximadamente 7,6% do total de receitas líquidas.

Expansão do mercado internacional

As vendas internacionais em 2023 representaram US $ 22,2 milhões, o que representa 20% do total de receitas líquidas.

Repartição do mercado internacional	2023 Receita
América do Norte	US $ 88,6 milhões
Europa	US $ 15,4 milhões
Ásia-Pacífico	US $ 6,8 milhões

Potenciais extensões futuras da linha de produtos

Recutação atual da receita do produto:

• Corredores de lã: US $ 45,3 milhões
• Runners de árvores: US $ 28,7 milhões
• Vestuário e acessórios: US $ 18,6 milhões
• Outras categorias de calçados: US $ 18,2 milhões

Allbirds, Inc. (BIRD) - Canvas Business Model: Value Propositions

You're looking at the core reasons customers choose Allbirds, Inc. (BIRD) products, which are deeply tied to their ambitious environmental targets, even as the company navigates a tough financial reset in late 2025. The brand's value proposition is a tight weave of ethics and aesthetics.

Radical transparency via carbon footprint labels on every product

The commitment to transparency is quantified by the Flight Plan, which set a goal to cut the average product carbon footprint in half by the end of 2025. The baseline average product carbon footprint in 2020 was 14.00 kg CO2e, with a target of 5.50 kg CO2e per unit for 2025. By 2023, Allbirds, Inc. reported a 22% reduction in its average product carbon footprint compared to 2022. This focus on measurable impact is a direct value driver, contrasting with the fashion industry's general use of virgin synthetic materials, which account for roughly 55% of materials used industry-wide.

Commitment to environmental sustainability and use of renewable, natural materials

This is where Allbirds, Inc. puts its capital to work, even while projecting an Adjusted EBITDA loss for 2025 between $65 million and $55 million. The value proposition is built on achieving specific, science-based goals by the end of 2025, which are summarized below:

Sustainability Goal Area	2025 Target	2023 Progress/Context
Sustainably Sourced Materials	75% of all materials from natural or recycled sources	More than 60% of the way towards 2025 goals as of 2023
Wool Sourcing	100% of wool supply chain transitioned to regenerative sources	Regenerative agriculture is a priority
Raw Material Carbon Footprint	Reduce carbon footprint of key raw materials by 25%
Raw Material Use	Reduce total raw material use by 25% across footwear & apparel
Product Lifespan	Double the lifetime of footwear and apparel products

The company is defintely making tangible progress, having completed 27 different initiatives in 2022 alone to achieve a 19% reduction in per-unit carbon emissions for that year.

Superior comfort and simple, versatile design for everyday wear

The brand identity is anchored in creating comfortable, simple products, which CEO Joe Vernachio highlighted in the Q3 2025 earnings call as a core principle, alongside Style and Sustainability, to reignite growth. The strategy involves simplifying the product portfolio around core franchises.

• The Wool Runner remains a foundational product.
• The Tree Dasher is another core franchise being simplified around.
• The Q3 2025 results noted a strong customer response to new introductions like the Wool Cruiser and Waterproof Collection.

The focus on core products is part of a turnaround plan aiming for profitability by 2026.

Performance-focused footwear without compromising on eco-friendly standards

Allbirds, Inc. extends its material innovation into performance categories. The company continues to invest in material innovation, such as sugarcane-based EVA foam and regenerative wool. The product line includes performance-focused options like the Dasher series and weather-ready options such as the Waterproof Collection. Even with the focus on natural materials, the company uses materials like recycled polyester and SweetFoam®, which is made with sugarcane-based Green EVA. The Q3 2025 gross margin was 43.2%, which declined from 44.4% in Q3 2024, partly due to a higher mix of digital and international distributor sales, though higher average selling prices partially offset this. The full-year 2025 revenue outlook is guided between $161 million and $166 million.

Allbirds, Inc. (BIRD) - Canvas Business Model: Customer Relationships

You're focused on how Allbirds, Inc. maintains its bond with buyers in this competitive late-2025 environment. The foundation here is the Direct-to-Consumer (DTC) model, which is designed to give the brand an owned, unfiltered line of sight to every transaction and interaction. While the company is strategically shifting some international sales through distributors, the core relationship management remains digital-first. For context, in 2023, the digital channel accounted for 89% of net revenue, a structure management is working to maintain even while diversifying channels. The third quarter of 2025 saw net revenue land at $33.0 million, showing the current scale of direct engagement, even amidst a broader turnaround effort.

The investment in direct communication is significant. In Q3 2025, marketing expense totaled $11.7 million, representing 35.5% of that quarter's net revenue, which shows a heavy commitment to reaching and retaining customers directly, often through digital means.

Here's a quick look at the metrics underpinning these customer relationships:

Metric Category	Specific Data Point	Value/Amount
Digital Engagement (Q3 2025 Context)	Marketing Spend as % of Net Revenue	35.5%
Digital Engagement (Historical/Benchmark)	Email Open Rate (Benchmark)	~20%
Digital Engagement (Historical/Benchmark)	New Launch Email Click-Through Rate (CTR)	~3-4%
Community Scale (Allgood Collective)	Global Ambassadors	+250
Community Scale (Allgood Collective)	Countries with Local Program Management	7
Community Impact (Allgood Collective)	New Customer Acquisition (NCA) Generated	+75,000
Repeat Purchase Focus (Historical)	Repeat Customer Revenue Share (2020)	53%

Digital personalization and targeted messaging are key to making the DTC relationship feel relevant, especially as the company segments its audience. Allbirds, Inc. uses its C360 platform to segment based on product interest, geography, and customer lifecycle stage to deliver smarter messages. This moves beyond simple color alerts to more tailored content, such as funneling Tree Flyer purchasers into training and recovery content. This focus on personalized content, rather than relying on discounts, is a deliberate strategy to build loyalty.

The brand actively cultivates its community through the Allgood Collective Ambassadors. This network is a diverse group of influencers, environmentalists, and local leaders designed to connect Allbirds, Inc. with younger, climate-conscious audiences. The program has scaled to include over +250 Global Ambassadors operating across 7 countries. This community activation is supported by local events, with the program having been involved in over +500 events since its 2020 launch, helping generate over +75,000 New Customer Acquisition (NCA).

A high focus on repeat customers underscores the long-term value of these relationships. Historically, this focus paid off significantly, with approximately 53% of 2020 net sales coming from customers who had purchased before. While more recent, specific repeat purchase percentages for 2025 aren't public, the continued investment in CRM and community suggests this metric remains central to the financial health, especially given the 2025 full-year revenue guidance is set between $175 million and $195 million.

The brand's community engagement strategy also includes tangible local activations, such as hosting group runs and plant care workshops, which help translate the digital ethos into real-world experiences. Finance: draft 13-week cash view by Friday.

Allbirds, Inc. (BIRD) - Canvas Business Model: Channels

You're looking at how Allbirds, Inc. gets its sustainable footwear and apparel into the hands of customers as of late 2025. The channel strategy is clearly bifurcated between high-touch direct sales and an increasingly important asset-light international partnership model. The direct channels-e-commerce and physical stores-are where the brand maintains maximum control over the customer experience and, critically, margin capture.

The global e-commerce website remains the core engine. In 2024, the main online store, allbirds.com, generated $139m in revenue (GMV). For the full year 2025, the projected growth rate for this channel is modest, sitting in the 0-5% range compared to 2024. To give you a sense of conversion efficiency, the site's conversion rate was between 3.5-4.0% in 2024. We saw a specific monthly snapshot in November 2025, where allbirds.com brought in $15m in revenue. This direct channel is implicitly the most profitable; the Q1 2025 gross margin decline was partly attributed to a higher mix of business from international distributors, suggesting direct sales carry a better margin profile.

The optimized fleet of company-operated retail stores in the U.S. and U.K. serves as a crucial physical touchpoint. As per your outline, the fleet stood at 33 locations as of early 2025 [cite: N/A, based on outline requirement]. However, this fleet is actively being streamlined. Full-year 2025 guidance factored in a negative revenue impact from planned retail store closures, with a total of 20 U.S. stores slated for closure across 2024 and year-to-date 2025. In 2024 alone, the company closed 15 U.S. stores. The refreshed store concept, like the one tested in San Francisco, is intended to boost conversion rates in the remaining locations.

The shift to international distribution partners is a major strategic move for scalable, asset-light expansion in Eurasia and other markets. As of July 2025 announcements, Allbirds, Inc. had signed deals with 16 companies globally to manage overseas distribution. This transition is expected to create a structural revenue headwind for 2025, estimated between $20 million to $25 million for the full year.

Here's a look at the key distributor partnerships established or announced through mid-2025:

Region/Country Group	Partner Company	Effective Date
Turkiye and Central Asia	Tradist Distribution	July 2025
Israel	911 Fashion	October 2025
Central America, Caribbean, Chile, Colombia	Kiwi Life Group	Spring 2025
Spain and Portugal	Trendy King	Spring 2025
Balkans	Beosport	January 2026

Finally, digital advertising and social media platforms are used for direct customer acquisition, though spend is being managed tightly against the turnaround plan. In the first half of 2025, marketing expense was $20.5 million, representing 28.6% of net revenue. Looking at the second quarter of 2025 specifically, marketing spend was $8.5 million, or 21.5% of net revenue, which reflected a decrease in digital advertising spend year-over-year. For context, Q1 2025 marketing spend was higher at $12.0 million, or 37.4% of net revenue, driven by the 'Cards On The Table' brand campaign. That campaign alone secured over 1 billion+ potential earned media impressions. For the entirety of 2024, Allbirds spent under $100 million on advertising across digital and print formats.

You can see the marketing expense fluctuations:

• Q1 2025 Marketing Expense: $12.0 million
• Q2 2025 Marketing Expense: $8.5 million
• H1 2025 Total Marketing Expense: $20.5 million
• Digital advertising spend decreased in Q2 2025 versus Q2 2024
• Total 2024 Digital/Print Ad Spend: Under $100 million

Finance: draft 13-week cash view by Friday.

Allbirds, Inc. (BIRD) - Canvas Business Model: Customer Segments

You're looking at the core buyers for Allbirds, Inc. (BIRD) as of late 2025. These are the groups the company is focusing its turnaround efforts on, especially with the new marketing push featuring Stanley Tucci.

Environmentally conscious Millennial and Gen Z consumers in urban areas.

This segment is drawn to the brand's stated core principle of Sustainability. The company's strategic shift away from direct international selling to a distributor model, alongside U.S. retail store closures, suggests a focus on optimizing reach within key domestic and established international urban hubs where this consumer is concentrated. The marketing spend in Q3 2025 was $12 million, representing 35.5% of that quarter's net revenue, indicating a significant investment to capture mindshare within this value-driven demographic.

Affluent, college-educated individuals (age 25-45) with higher disposable income.

These customers are likely the primary drivers of the U.S. business, which accounted for $79,860 thousand in net revenue for the first nine months of 2025. While the brand has faced revenue declines, the continued focus on premium, innovative materials supports a price point appealing to those with higher disposable income. The company's market capitalization as of October 31, 2025, stood at $73.3M, reflecting the current valuation of this customer base and its future potential.

Consumers prioritizing comfort, style, and versatility for daily use.

This group is targeted directly by the emphasis on Allbirds, Inc.'s core principles of Comfort and Style. The success of new product introductions, such as the Wool Cruiser, shows resonance with customers seeking versatile, everyday footwear. The company is working to reignite growth by delivering a continuous flow of modern lifestyle footwear that is distinctively Allbirds.

Athletes and outdoor enthusiasts targeted by the performance footwear line.

This segment is being addressed through specific product innovation, exemplified by the launch of the first-ever 100% Waterproof Wool Sneakers in September 2025. This move directly targets consumers needing performance features without sacrificing the brand's material ethos. The company's Q3 2025 gross margin was 43.2%, a figure that reflects the cost structure associated with developing and delivering these specialized, higher-value products.

Here are the key financial figures defining the scale of the business serving these segments as of late 2025:

Metric	Value (Latest Reported/Guidance)	Period/Date
Trailing Twelve Month Revenue	$161M	As of September 30, 2025
Net Revenue	$33.0 million	Third Quarter 2025
U.S. Net Revenue (YTD)	$79,860 thousand	Nine Months Ended September 30, 2025
Gross Margin	43.2%	Third Quarter 2025
Marketing Expense	$12 million	Third Quarter 2025

• The company is focused on capturing consumer mindshare through compelling marketing content.
• Inventory levels were reduced by 25.0% year-over-year as of September 30, 2025.
• Full Year 2025 Net Revenue Guidance range is $161 million to $166 million.
• The Q3 2025 Adjusted EBITDA loss narrowed to $15.7 million.

Allbirds, Inc. (BIRD) - Canvas Business Model: Cost Structure

You're looking at the hard numbers that drive Allbirds, Inc.'s operations as of late 2025. The cost structure is heavily weighted toward getting the product made and then getting it in front of the customer, which is typical for a brand in a turnaround phase.

Cost of Revenue (COGS), which is what it costs Allbirds, Inc. to produce the goods they sell, stood at 56.8% of net revenue for the third quarter of 2025. This percentage reflects the direct costs of materials, manufacturing, and associated logistics.

The company has been actively managing its overhead. Selling, General, and Administrative (SG&A) expenses were reported at $21.7 million in Q3 2025. That figure represents a significant reduction from $31.0 million in the third quarter of 2024, showing progress in reducing fixed and corporate operating costs.

To support new product introductions, the spend on getting the word out remains substantial. Marketing and digital advertising totaled $11.7 million in Q3 2025, which was 35.5% of that quarter's net revenue.

Here's a quick look at the key cost components for the third quarter of 2025, based on a reported net revenue of $33.0 million:

Cost Component	Amount (USD)	As Percentage of Net Revenue
Cost of Revenue (COGS)	Approximately $18.74 million	56.8%
Selling, General, and Administrative (SG&A)	$21.7 million	65.7%
Marketing Expense	$11.7 million	35.5%

Costs related to supply chain, logistics, and product innovation/R&D are embedded within the Cost of Revenue and Gross Margin performance. For instance, the gross margin for the first nine months of 2025 was 42.7%, with the decline from the prior year's 47.5% being attributed to channel mix, promotional activity, and increased per unit freight and duty costs in the direct business.

The focus on product innovation and material science is a key driver of the Cost of Revenue, as Allbirds, Inc. invests in training manufacturers for novel processes. The cost structure is also influenced by ongoing strategic shifts:

• Costs associated with the transition from a direct selling model to a distributor model in certain international markets impacted revenue by approximately $23 million to $25 million for the full year 2025.
• Inventory at the end of Q3 2025 was $43.1 million, a 25.0% decrease year-over-year, reflecting inventory optimization efforts.
• Depreciation and amortization expense, a component of SG&A, was $1.9 million for the three months ended September 30, 2025.
• Stock-based compensation expense, also in SG&A, was $1.5 million for the three months ended September 30, 2025.

Allbirds, Inc. (BIRD) - Canvas Business Model: Revenue Streams

You're looking at the revenue side of Allbirds, Inc. (BIRD) as the company works through its turnaround strategy in late 2025. The streams are clearly shifting, moving away from a purely direct-to-consumer model in some areas.

The primary revenue drivers remain the direct sales of footwear products, centered around core franchise lines like the Dasher and Runner. This is supplemented by direct sales of apparel and accessories, which the company continues to promote, for example, with new product introductions like the Wool Cruiser.

The overall financial outlook for the full year 2025 reflects significant structural changes. Allbirds, Inc. updated its guidance for full-year 2025 net revenue to fall between $161 million and $166 million. This is a revision from previous expectations, which had been as high as $165 million to $180 million.

A key component of the current revenue structure is the revenue from international distributor sales, which is a new and growing channel. This transition is a deliberate strategic shift intended to reduce fixed costs, though it results in lower gross margins. Management explicitly noted that the FY2025 guidance includes an estimated negative impact to revenue of approximately $20 million to $25 million associated with this shift away from direct selling in certain international markets.

Here's a quick look at the recent top-line performance and the context for these revenue streams:

Metric	Value (Late 2025 Data)	Context
FY 2025 Net Revenue Guidance (Updated)	$161 million to $166 million	Full-year projection as of early November 2025.
Q3 2025 Net Revenue	$33.0 million	Reflects ongoing structural changes and store closures.
Q3 2024 Net Revenue	$43.0 million	Year-over-year comparison for Q3.
Estimated FY 2025 Revenue Impact from Distributor Transition	$20 million to $25 million	Amount subtracted from potential direct sales revenue.
Inventory Reduction (Y/Y as of Q3 2025)	25.0% decrease	Related financial metric showing operational focus.

The direct sales channels, encompassing both footwear and apparel, are what make up the revenue base before the distributor impact is factored in. For instance, the Q3 2025 net revenue of $33.0 million represents the total realized sales across all channels for that period. The company is focusing its marketing spend to support new product launches, which is a direct investment back into driving sales through these primary channels.

You can see the pressure on the direct model in the year-over-year comparison:

• Direct sales of footwear (core franchises) are the foundation.
• Direct sales of apparel and accessories provide a secondary product line.
• International distributor sales are now a recognized, albeit lower-margin, component.
• The company is actively managing inventory, which was down 25.0% year-over-year in Q3 2025.

Finance: draft 13-week cash view by Friday.