Allbirds: Comfortable, Sustainable Shoes & Apparel
Mid-marketStrategy breakdown for building a mid-market ecommerce brand. Learn from Allbirds: Comfortable, Sustainable Shoes & Apparel's pricing, catalog, and discount strategies.
973
Products
$74
Avg Price
95%
On Sale
7,657
Variants
Pricing Strategy
Price Distribution
Takeaway: Balanced pricing appeals to the largest market segment. Focus on value proposition and product quality. Round pricing communicates premium positioning and simplicity.
Discount Strategy
95%
Products on Sale
38%
Avg Discount Depth
69%
Max Discount
95% of products are currently discounted.
Uses compare-at pricing to show savings and create urgency.
Takeaway: Heavy promotional model requires higher volume to maintain profitability. Consider if customers have been trained to wait for sales.
Catalog Structure
Top Categories
Takeaway: Balanced variant strategy offers customer choice while maintaining manageable inventory.
Competitor Comparison
| Brand | Products | Avg Price | On Sale |
|---|---|---|---|
| Allbirds: Comfortable, Sustainable Shoes & Apparel(This brand) | 973 | $74 | 95% |
| fashionnova.com | 25,000 | $0 | 19% |
| denydesigns | 10,000 | $107 | 0% |
| Everlane | 7,875 | $64 | 27% |
| gymshark.com | 7,047 | $38 | 8% |
| tentree.com | 5,819 | $0 | 85% |
Key Takeaways for Building a Similar Brand
Pricing Position: Target the mid-market market segment with an average price point around $74. Use round pricing to signal premium quality.
Discount Strategy: Maintain promotional pricing discipline. Keep 95% of products on sale with 38% average discount depth.
Catalog Structure: Start with around 970 products and 8 variants per product. Offer comprehensive size and color options.
Category Focus: Focus on Footwear, Accessories, Other as primary product categories.