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Crocs plans to double up its store count

Vjmedia Works | January 13, 2017

Adding to their airport presence in prominent metros and through mall EBOs and kiosks, Crocs plans to double up its number of stores and looking at 33% growth in profit.

Planning to double up its number of stores, footwear brand Crocs, plans to open more airport stores in Kolkata followed by Delhi and Bangalore, after opening its Mumbai airport store. These stores will be the brand’s third retail design concept, which is known as “travel stores”.


After re-starting its retail expansion with their new retail operation partner Metro Shoes since May last year, Crocs has already opened three EBOs in Gurgaon, Mumbai and Lucknow making the total store count to 40 stores. Deepak Chhabra, CEO and MD of Crocs India said, “We have partnered with Metro Shoes, who have been in footwear retail for almost half a century, to manage our retail operations so that we, as a brand, can concentrate in brand building, marketing and production. This year, we plan to double up our number of stores by completing 50 stores, out of which 40 will be mall exclusive stores and 10 will be mall kiosks. We are looking at almost 33% growth in our profit in the forthcoming fiscal.”


Changing the brand positioning Crocs has started refreshing its VM every 45 days, which is unusual in the footwear retail. Crocs will bring the global celebrity endorsements through in store visuals and VM from March this year. On the retail design and VM, Chhabra informed, “We have re-designed our retail environments and VM to address challenges like space crunch etc. Most of our merchandises are on floor level to induce better accessibility that also saves lot of storage spaces. In airport stores, large sign boards are doubling up as display units. Also, our kiosks are mostly plug-and-play which are flexible and can move from one mall to another resulting in maximizing typical investments.”

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