Q-C snaps up Crocs
By Jennifer DeWitt
Apr 23, 2005
When the makers of Crocs shoes set out to create the perfect shoe for boating, they never imagined what a huge bite their footwear would take out of the casual shoe business.
But just 18 months after Crocs debuted in the companys home state of Colorado, they are being snapped off retailers shelves sometimes as quickly as they appear. Made from a lightweight, slip-resistant soft resin, the clog-like shoes are finding a strong following among not only boaters and other water worshippers but also gardeners, the medical profession and those with a sense of fashion adventure.
Everybody coming in the door knows about them either because theyve heard about them or theyve seen them on somebody, said Angie Ubel, manager of the Von Maur department store at NorthPark Mall, Davenport. The best part is theyre for anybody from 6 to 100.
Available in a rainbow of colors, including the latest arrivals lime green and fuchsia pink the shoes come in unisex sizes ranging from extra small to extra-extra large. And it is not uncommon for curious folks to stop people wearing them to ask what they are and where they bought them.
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Weve had a hard time keeping them in stock, said Kelli Goslee-Frank, the divisional merchandise manager for the Von Maur store chain, headquartered in Davenport. We introduced them in October as a fun item that we thought people might pick up for a holiday gift. We werent sure what to expect and they started blowing out the door as soon as they arrived.
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In fact, Crocs shoes are now the single No. 1 selling item across Von Maurs chain of 22 stores. It was very surprising, because theyre not exactly the cutest shoe, Goslee-Frank said.
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But despite the unusual appearance of Crocs, which sell in the $30-$40 range, depending on style, shoppers are returning to buy them in multiple colors.
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In addition to the unique color choices, the shoes other selling points include its comfortable feel, its non-marking sole and its weight just 6 ounces a shoe. Crocs also are anti-microbial meaning they are odor-free. For clean up, hose them off or throw them in a sinkful of soapy water.
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Weve ordered 25,000 pair to date, Scott Gold, a buyer for Von Maur, said, adding that the company expects to receive 12,000 between May and June. I think what does it is the color choices and then the comfort.
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The experience has been similar at other Quad-City stores such as Tradehome Shoes, also in NorthPark, where like the Hallmark Gold Crown store across the way a small display of Crocs is prominently placed at the stores entrance.
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Theyre amazing, Jameson Marquardt, Tradehomes assistant manager, said of the shoes popularity. College kids are wearing them to class with pajama bottoms. And I just sold a pair to a 75-year-old-or-so grandmother.
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When the shoes first arrived at Tradehome, it took only three days to sell out the entire inventory. Now were getting a supply every week, which is unusual, he said. Theyve got staying power.
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Marquardt said the day the first shipment of Crocs arrived, he slipped on a pink pair and got 10 people to follow me back from the food court.
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Tia Williams, the public relations manager for the Boulder-based Crocs, said the shoes popularity began in Colorado but has spread along the east coast and is putting down roots in the Midwest. One of our most popular markets is Kansas City. Its actually moved east quicker than its moved west, she said.
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Manufactured primarily in Canada at the company-owned factory, she said some Crocs are produced in the United States and Italy. But the company is looking to expand even more globally. Were bringing different points of manufacturing online. The idea is that we can manufacture them and distribute them in a respective region.
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Privately owned and operated by Western Brands LLC, Williams said the company does not release sales figures. The company Web site indicates Crocs Footwear is growing at an explosive rate, boasting 1,200 dealers nationwide. She said the distribution channel is a diverse mix of department stores, shoe stores, surf shops, gardening stores and specialty shops.
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This summer, Crocs will expand into childrens sizes and add another three more colors by late spring, bringing it to 17, she said. Among the color choices are: yellow, sea blue, pink, black, sage green, coral, red, purple, navy and pearl. For Von Maur, black remains the top seller.
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Launched in late 2002, Williams said it did not take long for the company to discover the magnitude of their new product. When we sold 1,000 pairs in a weekend at a trade show, we knew we had something, she said.
I had no idea that Crocs were now coming in so many other colors... how exciting! 
I've been in South Florida now for over 25 years and love it here. 
I originally ordered a size 7 (beginning of April) but got nervous and called to change it to an 8 since I normally wear a 7-1/2. Just got them today and they don't fit. I left a message and sent e-mail so that I can get the exchange process rolling. 
