Skechers Opens Second NZ Retail Store, Predicts More Growth

Skechers Opens Second NZ Retail Store, Predicts More Growth

Global shoe brand Skechers is opening a second retail store in the heart of Auckland City next week, after sales from its first have tracked ahead of expectation.

Located at 222 Queen Street, the new 147 sq. metre concept store will have capacity to showcase more than 500 models, including some exclusively stocked styles. The opening comes off the back of strong sales for the brand both in New Zealand and Australia.

Brian Maginness, Skechers’ General Manager Australia and New Zealand, says the brand has a strong retail strategy internationally which it has now adopted in this part of the world.

“With sales 30% up on last year, we know there is a strong demand for the shoes in this country. We also believe there is room for more stores across both Australia and New Zealand. Queen Street’s opening will take us to 28 stores across both countries and we anticipate reaching up to 40 stores by the end of 2015.”

The first New Zealand Skechers concept store opened in Auckland’s Westfield St Lukes in November last year and has performed well ahead of expectations to date. “In fact, initially we struggled keeping the store stock levels up,” Maginness says.

With demand for the shoes high, Skechers believes a dual own store and independent retailer strategy is right for the market here. “Having Skechers’ concept stores allows us to reach factory minimums on a wider offering which in turn benefits the consumers in New Zealand and Australia. More sales means more spend on marketing, which in turn benefits our wholesale independent accounts.”

Skechers shoes for women, men and children have been sold through a number of independent stores, including independent and National retail chains, since they were introduced into New Zealand and Australia in 1992 by distributors the Accent Group.

Brian Maginness says the brand is on a growth curve in all markets due largely to a focus on product innovation. Skechers GOwalk sub category has been an outstanding success story, both worldwide and in New Zealand. Introduced in 2012 under the Skechers Performance umbrella Skechers strategy is to be the market leader in the walking category.

This year the brand launched Memory Foam into a large range of its footwear and has recently added Skechers GOga matt into the foot bed on selected models. With the worldwide trend in yoga apparel gaining momentum (reported in NZ herald) Skechers is perfectly positioned with its Skechers GOwalk range and shoes made from flexible lightweight knits to capitize on this growing trend.

Named the “hottest major brand in the US”*in April this year, Skechers is said to be the number one branded kids’ athletic brand in the US, through its Skechers Twinkle Toe lights and cartoon character shoes.

“Kiwis and Australians have taken to Skechers with a passion since their introduction more than 20 years ago. We are anticipating we will continue to see the phenomenal growth evidenced in many other markets repeated here,” Brian Maginness says.

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