Rise and Fall

Two years ago, Crocs were huge. Ugly bright foam footwear was everywhere and retailers couldn’t get enough. The company could basically throw shoes in a box and ship them out as fast as possible and they would sell.

The company grew from 50 employees to over 5,000 in a few short years. Unfortunately they alienated a lot of their retailers along the way.

At a recent investors conference, Crocs new CEO, John Duerden recognized the challenge he faces and has plans to repair some of the damage.  He said that  of the biggest reasons for Crocs revenue decline has been the failure of the retail business and he wants to prioritize reconnecting with Crocs retailers.

I’ve gone out to Crocs offices outside of Boulder and met a couple of the folks runing things. They couldn’t be nicer or more considerate. They are also making some decent product now.

But is it too late?