American Exchange Group (AEG) has acquired the intellectual property assets of footwear brand Allbirds through a partnership with brand management and licensing platform WSG.

The acquisition follows WSG’s recent purchase of Von Dutch, where the company sought a licensing-led growth strategy.

Founded in New Zealand in 2007, Allbirds built its reputation on minimalist footwear made from natural materials, including Merino wool, eucalyptus tree fiber, and sugarcane-based midsoles.

Jack Cheika, founder and CEO of WSG Brands, said the plan is to strengthen Allbirds’ existing business while pursuing growth opportunities.

“The brand has built meaningful awareness and consumer affinity around the world,” he said. 

“Our vision is to preserve what consumers love about Allbirds while expanding its reach into new categories, markets, and partnerships.”

Under the agreement, AEG and WSG will jointly own the brand. The former will oversee product design, sourcing, and manufacturing, while the latter will lead brand management, operations, and expansion initiatives.

“We intend to thoughtfully extend Allbirds into new channels, while preserving the authenticity and values that have made the brand distinctive,” added Alen Mamrout, CEO of American Exchange Group.