Hey dude
Crocs Inc announced plans to promote Hey Dude
Crocs Inc acquired Italian moccasin brand Hey Dude in 2021, hoping that its proven strategy would help it grow the brand and replicate the success of Crocs. But so far Hey Dude is not going through the best of times. In the most recent quarter, the moccasin brand's revenue fell 8,3% to $246,9 million, and sales in the wholesale channel fell 19,4% as wholesale partners became more cautious about one-time orders, Footwearnews.com writes. .
In a call with analysts, Crocs CEO Andrew Rees said the company is currently developing a new retail strategy for Hey Dude, based on the current Crocs brand strategy. This plan includes strengthening strategic wholesale partnerships in the family footwear segment, the sporting goods sector, specialty channels in shopping centers and large regional chains. This also means ending collaborations with smaller and less important wholesale partners. Hey Dude begins testing various European markets for possible international expansion and opens several retail outlets.
“We will take an approach consistent with our Crocs roadmap, going directly to markets where we work directly with Crocs and using distribution partners in markets where we work with Crocs,” Reece said.
When Crocs Inc. acquired Hey Dude, the brand was sold in approximately 1300 stores, many of which were regional and small mom-and-pop stores. Since then, according to Reece, Crocs Inc. removed 600 similar accounts from the list of partners.
“We have expanded the brand to large national chains,” Reece said. “We see the Hey Dude brand being sold almost everywhere the Crocs brand is sold...”
“We are certainly reducing supply into the wholesale arena to ensure that supply is tied to or below demand,” Reece said. “It’s a demand-driven environment.”
Crocs Inc. For the full year, Hey Dude expects revenue to grow by about four to six percent.
“As I reflect on where we are as a brand, I remain as confident in the long-term opportunity as I was when we acquired Hey Dude,” says Reece. “We believe the brand’s versatility, lightweight and quirky products, iconic silhouettes and access to new categories and geographies remain unique.”
Crocs Inc acquired Italian moccasin brand Hey Dude in 2021, hoping that its proven strategy would help it grow the brand and replicate the success of Crocs. But while Hey Dude is not going through...
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