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Published
Feb 27, 2013
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Crocs sales up 12%

Published
Feb 27, 2013

Crocs has announced a record year. The American shoe company concluded its 2012 fiscal year on December 31 with an increase in revenue of 12% to 842 million euros ($1.12 billion).

Sneakers signées Crocs.


The brand’s net earnings jumped 17% to 98 million, while its gross margin was 54.1% compared to 53.6% last year. “Our strong performance in 2012 reflects our ongoing investment in our multi channel strategy. We saw revenue growth during 2012 of 14% on a constant currency basis, while also approaching a record 50 million units and increasing average selling prices,” said John McCarvel, president and CEO of Crocs.

The company’s good results were carried by the American continent, where sales increased by 10.7% to 372 million euros and by Asia, up by 19.8% to 343 million euros. Sales in Europe were slightly down by 0.8% to 127 million euros (+6.3% at constant exchange rates), especially penalized by fluctuating currencies.

In detail, sales especially fell in Europe in multibrand stores a whole -11% (-4.1% at constant exchange rates) to 82 million euros, while sales in the retail network jump from 73.8 % to 26 million euros, boosted by an aggressive store opening policy. Internet sales fell by 8.7% to 17 million euros.

However, it should be noted that if sales of Crocs were up for the year, the brand recorded a net loss of 2.7 million euros for the fourth quarter compared to a net profit of 4.2 million euros for the same period last year. No doubt this red ink is mainly to an increase in the cost of goods and general operating expenses.

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