August 10, 2010, 2:19 PM

Crocs stomps on the web sales accelerator

Web sales increased 24.1% for Crocs in the second quarter.

Lead Photo

Crocs vice president of global Internet and retail Chris Ladd

The web was the fastest-growing channel for footwear maker and retailer Crocs Inc. in the second quarter.

 For the second quarter ended June 30, Crocs, No. 151 in the Internet Retailer Top 500 Guide, reported:

  • Web sales grew 24.1% to $21.6 million from $17.4 million in the second quarter of 2009.
  • Total sales increased year over year 15.3% to $228.04 million from $197.72 million.
  • Retail sales increased 20.1% to $66.4 million from $55.3 million in the second quarter of 2009.
  • Wholesale revenue grew year over year 12% to $140 million from $125 million.
  • Net income was $32.3 million compared with a net loss of $30.3 million in the second quarter of 2009.

The web accounted for 9.5% of total sales in Q2, compared with 8.8% in the prior year

For the first six months of the year, Crocs also reported:

  • Web sales grew 16.5% to $33.9 million from $29.1 million in the period of January through June of 2009.
  • Total sales increased year over year 18.7% to $394.9 million from $332.6 million.
  • Retail sales increased 21.2% to $100.8 million from $83.2 million.
  • Wholesale revenue grew year over year 18.1% to $260.2 million from $220.3 million.
  • Net income was $38 million compared with a net loss of $52.7 million.

The web accounted for 8.6% of total sales in the first half of the year, down slightly from 8.7% in the prior year.

In the second quarter, Crocs added more functionality to its e-commerce platform from Demandware Inc. and announced plans to open more web stores in Europe and Asia, the company says. “We have now deployed our Demandware platform in the Americas and Europe in 10 different languages,” CEO John McCarvel told Wall Street analysts on the company’s second quarter earnings call. “We intend to launch five new web sites in Asia starting in Q3. This will include local currencies and new languages, and gives us the ability to customize the solution for local markets.”

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