US shoemaker Crocs, a footwear brand mostly known
for colourful rubbery clogs with holes, entered the country in 2007 through a
joint venture with Chogori Retail which was later changed into franchise
operation.
Crocs has terminated its exclusive franchising agreement for India
with Chogori Retail and will now partner several companies, instead, to open
retail stores in India. "We have planned out a strategy of having few but strong
franchise and shedding some of the partners that don't, can't or won't want to
grow with us whatever the reason might be," said Nissan Joseph, general
manager of Crocs India.
Crocs, plans to open around 60 stores
in the next three years apart from pushing its online initiative that already
accounts for over 10% of sales in less than a year of its ecommerce entry.
Joseph said the last of the Chogori
stores could go on till June. "Some will close and reopen, some will
reopen in different locations inside the mall and some will reopen through new
franchise partners," he said. Made with lightweight anti-microbial foam
called Croslite, Crocs first hit stores in 2004 as a beach shoe and became an
instant hit, thanks to its radical colourful design and lightweight,
comfortable and odour-resistant qualities.
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