Skechers, an American footwear company, aims to double its distribution network in Asean over the next three years to support strong demand for sneakers in the region, particularly in Thailand.
Zann Lee, regional director of Skechers Singapore Pte Ltd, the head office in Asean, said the company aims to double its distribution outlets in the region from 500 in 2018 to 1,000 in three years.
Thailand, Malaysia and Vietnam are three priority markets, in line with the increased popularity of sporty shoes, especially among young working people who have changed from formal office attire with leather shoes to lively, comfy sneakers and sports apparel.
"Demand for lifestyle and performance footwear across the region increases every year, and sales of Skechers shoes in 2018 outperformed the Asean sporting goods industry's average growth of 7-8%," Ms Lee said.
Thailand is Skechers' largest market in Asean.
Kaimuk Nilsatetee, assistant vice-president of CRC Sports Co, the licensed distributor of Skechers in Thailand, said Skechers has seen impressive sales growth averaging 56% over the past four years. The company aims to increase sales by 57% this year, up from 48% in 2018.
Ms Kaimuk declined to release sales figures, but she did say Skechers contributed the highest sales for CRC Sports.
Ms Lee said Thailand is a promising market for Skechers because of the popularity of sneakers, while Thais are fashionable and health-conscious.
In a bid to manage the growing trend, the company on Thursday officially launched the Skechers D'Lites One Piece collection of chunky sneakers at shops in Thailand. The series comes with five colourful characters from Toei Animation's anime.
"Skechers D'Lites series has won much popularity in recent years among our Asian consumers," Ms Lee said. "We knew it was time to introduce this collaboration to Thailand."
The company expects sales of Skechers in Thailand to reach 2 billion baht next year.
In addition to the new collection, the company plans to open 15 new Skechers shops this year, bringing the total to 55, along with over 450 points of sale.
The market value of sporting goods in Thailand was estimated at 30 billion baht in 2018.
