At Düsseldorf-based shoe fair GDS, Sportswear International talked to Sven Simonsen, Sales Manager Germany at footwear brand Crocs, about focusing their distribution on fashion retailers.

Were you happy with this edition of GDS shoe fair?
We have had a successful fair and we will finish the season with an order plus. About 50% of our clients are shoe retailers and they usually join the GDS shoe fair. But besides being successfully distributed at shoe and sport retailers, we are focusing our distribution more on fashion retailers we meet at Bread & butter in Berlin.

What is typical for Crocs? What kind of styles are the retailers looking for?
Crocs are not high fashion, but they are nice and comfortable. Retailers are looking for typical colorful summer styles. But we are selling a worldwide collection and we are investing more and more in winter styles, too.

What are your plans for the future?
We have our own stores in Hamburg, Cologne, Oberhausen and Berlin and we are planning further stores in Stuttgart, Munich, Frankfurt and other important cities in Germany. We also have about 30 shop-in-shops in Germany. Within the next two years, our target is to have about 50 shops altogether.