Crocs India, a casual footwear brand has recently announced the adoption of multiple franchise model by the brand in order to expand its retail footprint across the country.
Crocs took the global footwear market by storm with the massive success of its iconic clog in 2002. The footwear major has sold more than 200 million pairs of shoes in more than 90 countries around the world. In India too, Crocs has grown into a formidable brand in the fun footwear category and plans to cross the 100 stores benchmark.
Crocs India, as a strategy has always used local expertise to grow the brand. This strategy has seen significant success in Tier 1 and 2 towns and the brand hopes to strengthen this further through local partnership in relevant pockets like Siliguri, Sikkim and Coimbatore. The brand has always been selective about choosing its partners, even replicating the same strategy in the online space through exclusive partnerships with only two leading online aggregators i.e. Jabong.com and Amazon.in. However, after consistent support from all quarters, the brand now plans to explore new partnerships in retail.
Nissan Joseph, General Manager, Crocs India adds, “We at Crocs have always believed in the value addition our multiple partners bring to the brand. They understand the local markets better and their expertise helps us offer the right mix of products to our customers. As we move into our next phase of expansion, we are aiming for a wider national reach and for this we want to explore more retail partnerships. The idea is leverage their expertise in local understanding of what customers want.”
Crocs began its operations in India in the year 2007. With this new opening, Crocs now has 34 exclusive stores (including kiosks and factory outlets) in the country. Crocs products are also available in more than 15 cities across India in more than 300 multi-brand outlets.
Having tasted great success with this model, Crocs believes that the strategy will allow the brand to target the different needs of different kinds of consumers across the length and breadth of India. In this phase of expansion, Crocs aims to take the fun and fashionable range across the country and reach out to a much wider audience base.
