SKECHERS opened its largest store — 2,900 square feet — in Metro Manila on May 18, showing that their shoes fit people of any age.
We say this because of some seniors in the store — located on the 2nd floor of the Powerplant Mall in Rockwell, Makati — who gladly picked out their pairs. Asked about this demographic, Sue Pasustento, Country Manager for Skechers Philippines said, “No offense taken. We are a brand for every member of the family.” She also pointed out the various lines with comfort technology are designed to make walking easier at any age. “We have all this patented technology that we provide to consumers.” These include Skechers Arch Fit Technology, Skechers Max Cushioning Technology, Skechers Hyper Burst Technology, Skechers Air-Cooled Memory Foam, Skechers Relaxed Fit Technology, and Skechers Stretch Fit Technology.
“Footwear should be comfortable. Not just stylish,” said Ms. Pasustento.
The company is currently the third largest footwear brand in the world according to a statement by its CEO and founder Robert Greenberg, recording 4,300 Skechers stores around the world and $1.8 billion in sales in the first quarter of 2022. It shipped 200 million pairs in 2021.
“Our position as the third largest footwear brand in the world is the result of exceptional global partnerships and the strong consumer demand for our products,” said Mr. Greenberg.
There are numerous reasons for the company choosing to open a physical store in the waning days of the pandemic. “We know our numbers,” said Ms. Pasustento. “Skechers ranked number two in terms of brand share. During the pandemic, in the Philippines, it’s still in the top five.”
Their new online operations have not been launched (though they might open in online shopping platforms in time to launch the Fall Winter line). This is due to its transition from a distribution deal in the Philippines to its operations coming directly under the ownership and control of Skechers in the United States.
Expansion is aggressive for the company: later this month, it plans to open its biggest branch in the country in Cebu. It plans to open 26 more stores by the end of this year.
“The reason we came here and took over is to expand the capability to meet the demand of the consumer,” said Ms. Pasustento. — Joseph L. Garcia
