WSG Brands partners with American Exchange Group in Allbirds purchase
A brand management and licensing platform will serve as co-owner of Allbirds.
Sustainable footwear brand Allbirds reached an agreement in March 2026 to be acquired by fashion accessories and cosmetics conglomerate American Exchange Group. According to the deal, American Exchange Group will acquire all of Allbirds’ intellectual property and other assets and liabilities for an estimated $39 million.
Now, brand management and licensing platform WSG is joining the deal as AEG’s partner. As co-owner of the brand, WSG will serve as a key operating and growth partner, while AEG will design and manufacture the footwear.
Together, the two companies say they will focus on strengthening the brand's existing business while pursuing new opportunities across product categories, retail distribution, licensing, and international markets. WSG most recently acquired the lifestyle brand Von Dutch, while American Exchange Group's portfolio includes approximately 30 fashion, accessories and cosmetics brands including Aerosoles, Ed Hardy, and Ecko Unltd.
The deal is expected to close in the second quarter of 2026, and a distribution to stockholders of net proceeds - as well as a winding-down of the public business - will be complete in the third quarter of 2026.
"This acquisition represents an exciting milestone for American Exchange Group and reflects our continued focus on partnering with brands that have strong consumer relevance, differentiated positioning, and significant long-term growth potential," said Alen Mamrout, CEO of American Exchange Group. "Together with WSG Brands, we see a compelling opportunity to build on that foundation and unlock the brand's next phase of growth. By combining AEG's product development, sourcing, and manufacturing capabilities with WSG's expertise in brand management and market expansion, we intend to thoughtfully extend Allbirds into new categories, channels, and international markets while preserving the authenticity and values that have made the brand so distinctive."
Under the new ownership, Allbirds plans to leverage an asset-light licensing model to unlock new opportunities across product categories, retail channels, and global markets. Meanwhile, Allbirds plans to change its name to NewBird AI in a transformation to become an artificial intelligence infrastructure provider.
[READ MORE: Allbirds pivots from the shoe business to AI; changing its name]
"We believe Allbirds represents one of the most compelling brand opportunities in the market today," said Jack Cheika, founder and CEO of WSG Brands. Our vision is to preserve what consumers love about Allbirds while expanding its reach into new categories, markets, and partnerships. We are excited to begin the next chapter of growth alongside American Exchange Group."
Additional announcements regarding partnerships, licensing initiatives, and international expansion plans are expected in the coming months.
