Crocs CEO Andrew Rees on Leading the 20-Year Old Brand in Its New Stage of Growth

Crocs has come a long way. From its origins as a boating shoe that debuted at the Fort Lauderdale International Boat Show in 2002 to teaming with celebrities such as Justin Bieber and Priyanka Chopra, the company has transformed itself more than once. In the last 20 years, Crocs have been defined as a boat shoe, a controversial clog and now a major statement in the high-fashion world. This evolution didn’t happen overnight. After going public in 2006, the company hit a period of overdistribution and overpenetration just in time for the financial crisis of 2008. Business slowed, new management was brought in, and the company got back on track with a focus on international expansion and right-sizing business in the U.S. Around 2014, revenues had picked up significantly but profitability was still lagging. That’s when the company got a major investment from Blackstone. That same year, Andrew Rees joined as president, later to rise to CEO in 2017.  Crocs then entered a period focused on shifting the product strategy, cutting costs and shaping a new marketing message. “What makes Crocs such a strong brand is that they are supremely confident in their unique product concept and what they bring to the table,” said Kathy

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