Crocs, Inc. opens the doors to three new concept stores this week. The new shops are designed to drive a holistic, engaging approach to the Crocs retail experience. They are located in three busy shopping destinations: Mall of America in Bloomington, MN; Barton Creek in Austin, TX; and Streets at Southpoint in Durham, NC.
From brand interpretation to visual merchandising elements, Crocs’ new store design provides a retail experience rather than just a retail space. Crocs worked with leading architecture and design firm Callison to create unique design elements including:
- An iconic entryway and strategically located visual merchandising areas within the storefront, enticing customers’ interest and drawing them into the store
- An engaging, fun and high-touch environment, inviting consumers to explore, interact and shop
- An intuitive store that is easily navigated, allowing consumers to discover new footwear styles from among the more than 250 styles now offered by Crocs
- A platform for our cross-channel retail strategy, including the option for customers to purchase shoes through crocs.com if a particular style is not available in store
“This new concept store is a key part of our long-term strategic plan. We set out to merchandise our diverse product mix, as well as create a space that is flexible and can adapt to our evolving brand direction and merchandising offering,” said John McCarvel, president and chief executive officer of Crocs, Inc. “Moreover, we’ve delivered a store design experience that capitalizes on the existing connection between the Crocs brand and its core customer base, while also attracting new customers less familiar with the brand.”
“Our design teams work with innovative retail leaders around the world to provide comprehensive design services that impact their business goals,” said MJ Munsell, principal of global retail at Callison. “The partnership with Crocs is a perfect example of how the collaboration was able to deliver a new branded retail concept by managing all aspects of the design. The result is a concept that feels like a journey taking customers through lifestyle vignettes that help them discover Crocs in a whole new way.”