Crocs has been expanding into sandals. (Photo Illustration by Alex Tai/SOPA Images/LightRocket via Getty Images)
SOPA Images/LightRocket via Getty Images
For decades, Crocs was synonymous with a single product: the vibrant foam clog that grew into one of the most unexpected success stories in retail. Today, the company is betting that its next stage of growth exists beyond its signature silhouette.
After successfully transitioning the classic clog from a utilitarian shoe into a cultural and fashion icon, Crocs has aggressively expanded into the sandal market. This category has rapidly emerged as one of the brand’s fastest-growing segments and a critical driver of revenue both in the United States and globally.
“We’re a global brand and our DNA is really based on the classic clog,” Anne Mehlman, president of the Crocs brand, told Forbes. “When you ask people around the world, everybody knows Crocs.”
While this widespread recognition has fueled initial growth, the company is now leveraging its brand equity to attract new demographics via its sandal line. Although sandals were first introduced in 2010, they only became a core strategic priority in recent years. This pivot followed extensive market research suggesting that consumers already viewed the brand as a natural competitor in the category.
“When we were listening to consumers and how they use the clog… a lot think about the summer, the beach, water and those kinds of occasions, very similar to how people think about sandals,” Mehlman explained. “Our consumers thought we had a really high right to play from a sandals perspective… we thought this is a market where we can really provide some innovation and give consumers a compelling proposition.”
Scaling the Sandal Segment
The strategic shift is yielding significant results. Last year, the sandal business generated approximately $450 million in revenue, establishing Crocs as a major player in the space. The company is now aiming to surpass the $500 million milestone. Despite this surge, sandals currently represent about 13% of total revenue, even as the company’s stock has seen strong gains this year.
Mehlman emphasized that this expansion does not come at the expense of the brand’s roots: “Clogs are still a huge piece of our DNA and by no means are we walking away from that.”
Instead, sandals are viewed as a complementary offering that encourages repeat purchases from existing loyalists while acting as an entry point for new customers. “What we see with sandals is it brings a lot of new consumers into the brand,” Mehlman noted. “They’ll come in on a sandals purchase and then buy something else.”
In the U.S., the strategy specifically targets female consumers, who often purchase multiple styles for different occasions. The product assortment is built around four key pillars: fashion, everyday wear, sport, and adventure. This framework led to the creation of three primary sandal franchises: Brooklyn, Miami, and Getaway.
The Miami collection has proven particularly successful with younger, digitally native shoppers. By leveraging TikTok as a primary acquisition tool, Crocs has seen several sandal styles go viral. “That consumer is definitely younger than our overall consumer,” Mehlman said. “I think about half of all of our TikTok consumers in the U.S. are new to the brand.”
Innovation Through Personalization
Customization, a hallmark of the clog via Jibbitz charms, is now being integrated into the sandal line. This year, the company launched the Saturday sandal franchise, which features fashion-forward buckle details and integrated Jibbitz holes. Dedicated sandal charms have also been introduced for collections like the Miami line.
“We started testing those online and in some of our top retail stores and have had amazing success,” Mehlman said. “We’re planning on expanding that.”
The company maintains a balanced distribution model, splitting sales evenly between wholesale and direct-to-consumer channels, while investing in physical retail locations that emphasize the personalization experience.
International markets, especially those warm year-round, have become key growth regions. (Photo by Sheldon Cooper/SOPA Images/LightRocket via Getty Images)
SOPA Images/LightRocket via Getty Images
“Physical retail is really important for us because it is the best place for the consumer to experience Crocs,” Mehlman said. “If you go into one of our stores and watch the personalization bar, consumers love it.”
Global expansion remains a priority, evidenced by the recent opening of a full-price store at Westfield Stratford in London. Key growth markets include China, Japan, South Korea, India, and Western Europe (specifically France, Germany, and the U.K.).
Warm-weather climates provide a natural advantage, with India highlighted as a particularly lucrative region. “India is a really key market for us because sandals are a natural silhouette for consumers there,” Mehlman stated. “It’s hot there year-round and our brand is strong there.”
Looking ahead, Crocs is preparing several new launches, including the Rio—a customizable flip-flop—and expansions of the Saturday and Miami lines. The company is also introducing a sport-focused slide designed for pre- and post-workout use. By blending comfort, self-expression, and social-media appeal, Crocs believes sandals will serve as a powerful gateway to the broader brand ecosystem.
