Footwear brand eyes Asian potential

Skechers, the US footwear brand, aims to expand its presence in Japan and other Asian countries in coming years.

Skechers has launched Skechers Japan under Achilles Corporation, a new subsidiary which will take direct distribution of Skechers products. The expansion also includes introduction of new men’s, women’s and children’s lifestyle footwear collection, adapting high-profile marketing campaigns, a building fitness division and setting up new retail stores.

“Skechers has tremendous potential to grow into one of Japan’s biggest footwear brands. The country has consistently emerged as one of our top five distribution outlets, year after year,” said Marvin Bernstein, managing partner of Skechers.

“We’re confident that Skechers Japan can build on Achilles’ foundation and leverage our business by connecting with millions of consumers firsthand: presenting the collections, campaigns and store concepts that have made Skechers world famous.”

“Skechers’ stylish product and strong identity sets them apart from many other companies. We are honoured to have contributed to Skechers’ footprint in Japan by selling over 14 million pairs throughout the last 17 years, and anticipate a successful transition.”added Hiroshi Nakata, president of Achilles Corp.

Skechers Japan is building an office in Tokyo to be headed by representative director and country manager Hirokazu Iwasaki. It will launch its Fall/Winter lifestyle and fitness men’s, women’s and children’s collection in February 2012 at Tenjikai.

“The launch of Skechers Japan is the latest step in our strategy to maximise our presence across Asia, as well as to grow our international business to be approximately 50 per cent of our total sales,” said Michael Greenberg, president of Skechers.

“Since we launched joint ventures in China, Hong Kong, Singapore, Malaysia and Thailand in 2007, our presence in those regions has escalated – with improved brand awareness and imaging, increased points of distribution, and stronger sales. We believe Skechers Japan can become one of our biggest subsidiaries,” added Greenberg.



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