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More than half of Crocs sold straight to customers as ecommerce grows by a quarter

Crocs says its shoes will be made of sustainable materials in the future. Image: Vytautas Kielaitis/

More than half of Crocs’ second quarter sales were sold direct-to-consumer (D2C), as digital sales grew by a quarter. Fast online growth helped to push overall revenues up by 93% and net income up by more than 400%. 

The footwear brand, ranked Top250 in RXUK Top500 research, today says that 52% of its sales were made directly to customers, following 78.6% growth in D2C sales in the second quarter of its financial year. Ecommerce sales at the same time grew by 25.4% to represent 36.4% of revenue – up from 32.6% a year earlier. Crocs also sells through its own stores – as of June 30 it had 352 shops, including 46 in its EMEA region. Wholesale grew by 112.1% on a year earlier during the second quarter. 

Crocs today said it was committing to net zero emissions by 2030, with plans that centre on moving to sustainable ingredients for its shoes, minimising packaging and responsible use of resources. Currently Crocs are made of Croslite foam resin, which is not recyclable.

Overall, Crocs revenues reached $640.8m (£466.1m) in the three months to June 30, up 93% from a year earlier. In the six months to the same date, revenues of $1.1m (£0.8m) were 80% ahead of last time. Sales in Europe grew by 52.6%, while Americas sales were 135.6% ahead. Second quarter net income of $318.9m (£231.9m) was 464% up on the previous year, and first half net income of $417.4m (£303.6m) was 517% ahead. 

“We continue to see strong consumer demand for the Crocs brand globally,” says Crocs chief executive Andrew Rees. “On the back of record second quarter results and continued momentum, we are raising our full year 2021 guidance. We are also committing to net zero emissions by 2030, enabling us to provide ’comfort without carbon’ to our customers worldwide. I believe we can deliver sustained, highly profitable growth while having a positive impact on our planet and our communities.”

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