{"id":146092,"date":"2026-04-16T10:32:25","date_gmt":"2026-04-16T08:32:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146092"},"modified":"2026-04-16T10:32:27","modified_gmt":"2026-04-16T08:32:27","slug":"pourquoi-allbirds-passe-des-chaussures-a-lia","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/pourquoi-allbirds-passe-des-chaussures-a-lia\/","title":{"rendered":"Pourquoi Allbirds passe des chaussures \u00e0 l’IA"},"content":{"rendered":"\n

Allbirds<\/strong>, jusqu’\u00e0 r\u00e9cemment une marque de chaussures durables appr\u00e9ci\u00e9e, se retire du retail et se lance dans la course \u00e0 l’intelligence artificielle. Sous le nouveau nom de NewBird AI, l’entreprise souhaite se concentrer sur les infrastructures de calcul pour l’IA.<\/p>\n\n\n\n

De 4 milliards \u00e0 40 millions<\/h2>\n\n\n\n

Ce qui \u00e9tait autrefois consid\u00e9r\u00e9 comme l’une des start-ups de vente au d\u00e9tail durables les plus prometteuses se lance soudainement sur un march\u00e9 actuellement domin\u00e9 par des g\u00e9ants de la tech tels que Nvidia<\/strong>. Allbirds a pourtant \u00e9t\u00e9 fond\u00e9e en 2015 par un ancien footballeur professionnel (Tim Brown) et un expert en \u00e9nergies renouvelables (Joey Zwillinger). Les baskets en laine m\u00e9rinos ont connu un succ\u00e8s fulgurant, notamment aupr\u00e8s des professionnels de la tech, et l’entreprise est entr\u00e9e en bourse en 2021.<\/p>\n\n\n\n

Mais depuis, la situation s’est d\u00e9grad\u00e9e : entre 2022 et 2025, le chiffre d’affaires a chut\u00e9 de pr\u00e8s de 50 %. La concurrence, l’\u00e9volution des tendances de consommation et la hausse des co\u00fbts d’acquisition de clients ont eu raison de l’entreprise. En f\u00e9vrier, l’entreprise a ferm\u00e9 tous ses magasins phares aux \u00c9tats-Unis, et le mois dernier, elle a vendu sa propri\u00e9t\u00e9 intellectuelle et d’autres actifs pour seulement 39 millions de dollars \u2013 une valeur r\u00e9siduelle d\u00e9risoire pour une entreprise qui valait autrefois plus de 4 milliards de dollars.<\/p>\n\n\n\n

De la laine aux serveurs<\/h2>\n\n\n\n

En se tournant vers l’infrastructure IA, Allbirds \u2013 d\u00e9sormais NewBird AI \u2013 esp\u00e8re combler une lacune du march\u00e9. L’entreprise souhaite se concentrer sur l’acquisition de mat\u00e9riel IA haute performance et \u00e0 faible latence, qu’elle proposera ensuite \u00e0 ses clients via des contrats de location \u00e0 long terme. Selon le communiqu\u00e9 de presse, cela r\u00e9pond \u00e0 une demande croissante que les g\u00e9ants actuels de l’IA ne sont pas en mesure de satisfaire. <\/p>\n\n\n\n

Avec une injection de capitaux pr\u00e9vue de 50 millions de dollars, qui devrait \u00eatre finalis\u00e9e au deuxi\u00e8me trimestre 2026, NewBird AI souhaite se positionner comme un acteur flexible dans un secteur o\u00f9 la demande en puissance de calcul continue d’exploser. Pour les entreprises en difficult\u00e9, ce genre de revirement vers un sujet d’actualit\u00e9 n’est pas nouveau : lors de l’engouement pour le bitcoin ces derni\u00e8res ann\u00e9es, plusieurs entreprises en difficult\u00e9 se sont tourn\u00e9es vers la blockchain ou la cryptomonnaie pour donner un coup de pouce au cours de leurs actions.<\/p>\n\n\n\n

Reste toutefois \u00e0 savoir si la strat\u00e9gie de NewBird AI portera ses fruits. Le march\u00e9 des infrastructures d’IA est notoirement complexe et exigeant en capitaux. De grands acteurs tels que Microsoft<\/strong>, Google <\/strong>et Amazon <\/strong>dominent le secteur, et il n’est pas clair comment un nouveau venu relatif pourrait se d\u00e9marquer dans ce contexte. De plus, Allbirds n’a aucune exp\u00e9rience dans le secteur technologique. La question est donc de savoir si ce revirement est plus qu’un acte d\u00e9sesp\u00e9r\u00e9 visant \u00e0 attirer les investisseurs.<\/p>\n","protected":false},"excerpt":{"rendered":"

Allbirds, jusqu’\u00e0 r\u00e9cemment une marque de chaussures durables appr\u00e9ci\u00e9e, se retire du retail et se lance dans la course \u00e0 l’intelligence artificielle. Sous le nouveau nom de NewBird AI, l’entreprise souhaite se concentrer sur les infrastructures de calcul puissantes pour l’IA.<\/p>\n","protected":false},"author":5,"featured_media":146093,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,22],"tags":[1467],"people":[],"extra":[43],"company":[1946],"topic":[282,332],"region":[446],"class_list":["post-146092","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-mode","tag-artificiele-intelligentie","extra-plus","company-allbirds","topic-acquisition","topic-restructuration","region-etats-unis-2"],"acf":[],"yoast_head":"\nPourquoi Allbirds passe des chaussures \u00e0 l'IA - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Allbirds, jusqu'\u00e0 r\u00e9cemment une marque de 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