Peter Youell will continue to have a spring in his step following another strong year at Skechers.
He opened a slew of own-brand stores, including Covent Garden, Southampton, Bracknell, London’s O2, Hull and Lincoln, plus a redesign of its Wembley location. New stores in Milton Keynes, Guildford and Peterborough will open in 2019.
The wholesale division continued to flourish and the high street’s biggest names – among them Footlocker, JD, Foot Asylum, Asos, Urban Outfitters and Sole Trader – are stockists. In particular, the fashion-led D Lites Original line drove much of its growth.
Girl band of the moment Little Mix wore Skechers in their latest music video, helping the brand to appeal to a broader, younger and more fashion-focused customer. The brand reported year-on-year sales growth of 15% in 2018.
Youell picked up not one but two gongs at this year’s Drapers Footwear Awards: Mainstream Men’s Footwear Brand of the Year and Kids’ Footwear Brand of the Year. Judges praised Skechers for improving its offer and increasing market share, adding that continual innovation keeps it ahead of the game.