Crocs to foray into casual footwear for next phase of growth

By

Maverick Martins

Published
Jan 30, 2017

Footwear brand Crocs is planning to enter the casual footwear segment for the next phase of growth.

The company, which entered India in 2007, is hoping to earn at least one-third of its overall revenue from the casual footwear category in two years, up from the current 20%, according to a report in the Mint.

“Our strategy is more towards casual now. We want to cater to a wider range of consumer needs. While our core product offering remains intact, we are offering boots, wedges, loafers and casual shoes also. Crocs is no more just clogs and flip flops,” said Deepak Chhabra, managing director at Crocs India.

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The company also plans to take its exclusive store count to 100, up from 38, in 2017 and is also exploring the kiosk model in certain cities.

“For exclusive stores, the focus will be on top six cities—Delhi, Mumbai, Kolkata, Chennai, Bengaluru and Hyderabad. We are also exploring kiosk model across the country. It is commercially viable. We have six kiosks currently and will set up 10-12 more this year,” added Chhabra.

Almost 27% of Crocs’s business comes from e-commerce platforms, including Amazon, Flipkart, Myntra, Jabong and the company’s own website.

Crocs sell footwear through 38 exclusive stores, six kiosks, online marketplaces, multi-brand outlets and a wide network of distributors across the country. All combined, the company has almost 1,000 selling points across 105 cities.