Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Crocs vows to reconnect with fans

Footwear brand Crocs is hoping to “rebuild connections” with its original fans through a new range of shoes as it looks to European markets to drive improvements to its global revenues.

Last week Crocs revealed a 2.4% drop, of $7.1m (£4.4m), in worldwide sales to for the three months to September 30, citing declines in Japan and the Americas. Gross profit also fell 4.6% to $153.6m (£95.4m).

However, the company told Drapers it experienced double-digit growth across its wholesale accounts in the UK during the period. Stockists include Schuh and Debenhams.

Crocs’ huarache-style strappy sandals – which were introduced for spring 13 – and boat shoe collection both “far exceeded expectations” for the three months to September 30, fuelling growth of 64.5% to £17m in the retail division across Europe. Retail revenue in the territory, which includes the UK, rose £4.62m to £11.79m.

European managing director Vince Gunn told Drapers the UK performance “continued to defy the tough economic environment”.

“Our core objective is to grow wholesale through our existing customer base by introducing them to our new styles and ranges such as the boat shoes,” he said.

“We need to get across that we are not just a summer season product. In Russia we are known for our winter boots, so getting that message across elsewhere is key.

Crocs’ figures show its European division has grown revenues every quarter since October 2011, which Gunn said was “really something to celebrate.”

He added: “Our percentage share of total sales across the global business has increased.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.