THE Primer Group of Companies, a leading distributor of outdoor, travel and lifestyle products in Southeast Asia, adds another world-renowned brand to its diverse portfolio with the announcement of its partnership with Allbirds, a New Zealand-American footwear and apparel brand known for commitment to comfort, style and sustainability.

With the strategic partnership, the Primer Group's extensive network, market insights and operational expertise benefits Allbirds' efforts for global expansion. The brand looks forward to establishing its presence and expanding its reach in Southeast Asia, one of the fastest-growing markets for eco-friendly fashion and lifestyle products. Furthermore, Primer Group shares Allbirds' values and vision for creating a more sustainable future.

Founded by Tim Brown and Joey Zwillinger in 2014, Allbirds' goal is to revolutionize the footwear industry by using sustainable materials, creating innovative designs and putting a premium on comfort.

Over the years, Allbirds has rapidly gained global recognition for its product curation and commitment to reducing environmental footprint. The brand's signature styles, including the Wool Runner and Tree Runner, have garnered a loyal following of environmentally conscious consumers, seeking comfortable and stylish footwear options.