Skechers takes control of Philippines operation
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Skechers parent, The Comfort Technology Company, has transitioned the operations of the footwear brand in the Philippines from its third-party distributor, Trendworks International, to Skechers USA Philippines.
The company said the move is to maximize the brand’s growth in the region. Trendworks International will continue to sell Skechers products through the end of this year.
In addition, Skechers USA Philippines will expand the brand’s presence in the country, opening 10 to 12 additional concept stores during the first half of next year, including those in key department and specialty stores such as Planet Sports and The SM Store.
“The Philippines has immense potential for Skechers, and with our dedicated team focused on growth and delivering the integrated capabilities of Skechers,” said David Weinberg, COO at Skechers USA. “We believe this step accelerates that potential.
“With Skechers’ appealing lifestyle collections, groundbreaking comfort innovations and our corporate support, we believe the Philippines can become a key market for us in Southeast Asia.”
According to Suzette Pasustento, country manager for Skechers USA Philippines, the company is currently under the first phase of re-establishing the brand in the market, including setting up new offices in Manila and opening a distribution centre. The company has also opened its first new store this month.
“With this new dedicated approach, we will be able to reach more of the 100 million men, women and children in this country and offer them a wider selection of great Skechers products through expanded channels,” said Pasustento.
“In 2022, we will introduce new product categories, open more retail locations and expand our door count with new retailers, as well as launch a comprehensive marketing campaign.”
Questions & Answers
Q.What is the primary reason for Skechers taking direct control of its operations in the Philippines?
What is the primary reason for Skechers taking direct control of its operations in the Philippines?
The company states this move is intended to maximise the brand's growth within the region. They believe it will accelerate the potential for Skechers in the Philippines, which they see as a key market in Southeast Asia.
Q.What specific expansion plans does Skechers have for the Philippines in the near future?
What specific expansion plans does Skechers have for the Philippines in the near future?
Skechers USA Philippines plans to open 10 to 12 additional concept stores during the first half of next year. These new locations will include stores within key department and specialty retailers such as Planet Sports and The SM Store.
Q.How will the brand's product offering change under the new operational structure?
How will the brand's product offering change under the new operational structure?
Skechers expects to offer a wider selection of its products through expanded channels, reaching more customers. Also, new product categories will be introduced in 2022 as part of their comprehensive market expansion strategy.
Q.What role will Trendworks International play after Skechers takes over operations?
What role will Trendworks International play after Skechers takes over operations?
Trendworks International, the former third-party distributor, will continue to sell Skechers products for the remainder of this year. Their direct distribution responsibilities conclude at the end of the current year.