Crocs eyes increased retail presence

Colorado-based casual footwear brand Crocs is planning to shore-up its retail presence in India over the next three years.

It is eyeing an over 200 per cent increase in presence across multi-brand outlets — from 470 to 1,000 — and a near 300 per cent increase in standalone outlets and kiosks — from 34 to over 100 — during this period.

Crocs, which entered India in 2007, operate mostly through franchisees or via MBOs and is present online through Jabong and Amazon among others.

According to Nissan Joseph, General Manager, Crocs India, success of the franchise model has encouraged the brand to explore further.

Over the last one year Crocs reported a 60 per cent growth in India.“After initial hiccups, we settled with the franchise model. Instead of owning our own warehouses and controlling the distribution, we now look for tie-ups,” he told BusinessLine .

Considered ‘aspirational’, the brand is famous for its specialised boat shoes or clogs.

However, in India, just 30 per cent of its turnover is from clogs. According to Joseph the company can explore the possibility of manufacturing locally in the coming days.

Crocs, meanwhile, is also testing waters with its new range of kids-wear.

Manufactured locally, its apparel segment, sold only through Jabong, was launched in September this year. “Our footwear has good penetration with kids and this encouraged us to explore the apparel segment,” Joseph added. Men and children comprise 60 per cent of the Croc’s customer base, and women constitute the rest. According to him, the segment is still largely unorganised and hence there is scope for growth.

However, Crocs has no immediate plan to enter the adult apparel market.

“We continue to evaluate the scope in men and women-wear segments. We are not in any rush,” he maintained.

COMMENT NOW