September 24, 2010, 4:15 PM

Crocs goes mobile and more international

Crocs is launching mobile commerce and new web stores for Canada and Australia.

Lead Photo

Shoes manufacturer and retailer Crocs Inc. is putting both feet forward to expand its e-commerce program.

This morning, Crocs, No. 151 in the Internet Retailer Top 500 Guide, launched a mobile commerce site and plans to build a new pair of international e-commerce sites for Canada and Australia later this month.

The new mobile site, developed by e-commerce application developer Demandware Inc., features five main shopping categories on the home page, including the outlet center. “Our direct-to-consumer channel, which includes both Crocs-branded retail stores and Crocs’ online presence, is an important part of our business strategy which we consistently look to improve and invest in,” says vice president of global direct sales Chris Ladd. “With our increased digital footprint, we continue to develop long-term brand platforms that resonate with Crocs loyalists and expand our reach into new customer segments.”

To reach more international customers, Crocs later this month will launch two new web stores for shoppers in Canada and Australia. The sites, which will run on the company’s Demandware platform, also will set the stage for more overseas e-commerce development before the end of the year, the company says.

“We have now deployed our Demandware Internet services platform in the Americas and Europe in 10 different languages,” Crocs CEO John McCarvel told analysts on the company’s second quarter earnings call in August. “We intend to launch five new web sites in Asia starting in the third quarter. This will include local currencies, new languages, and gives us the ability to customize the solution for local markets.”

For the second quarter ended June 30, Crocs, 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.
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