Q3 2022 Investor Presentation
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OUR STORY
CROCS IS A PROVEN GROWTH COMPANY
Entrepreneurial Phase
2002 - 2006
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Classic clog is born
in 2002 and gains
broad popularity
Completed largest
footwear IPO in
U.S. history in 2006
Acquired Jibbitz,
increasing
personalization
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Overextension
2008 to 2013
Over diversified product
line (e.g., golf shoes) and
little investment in the
iconic clog led to low
brand relevance and
subpar gross margins
Disparate go to market
created many subscale
geographies
Over extension of global
retail fleet to 600+ stores
in 2013
No cohesive global
marketing strategy
High cost base (SG&A
47%+ of revenues)
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Announced intention to refine strategy and earnings
growth through simplification and focus
Appointed Andrew Rees as President
Blackstone invested $200M to fund share
repurchase
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Under Rees' leadership, transformed the Crocs brand:
Consumer-centric brand strategy to drive relevance
Implemented global brand playbook
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Iconic, focused product offering
Re-ignited iconic clog
Focused on clogs, sandals and Jibbitz
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Transformation & Brand Re-ignition
2014 to 2017
Improved gross margin
50% SKU reduction
Continued shift to molded product
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Shifted to digital-only marketing for scale
Leveraged influencers and partnerships
Flexible SG&A base
Cut $80M in fixed expenses, reinvesting a portion
back into marketing
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Reduced store count from 600+ to <400, and
focused on profitable outlets
Transitioned sub-scale direct markets to distributors
Closed owned manufacturing facilities
Profitable Growth
2018 to Present
2018 begins a 4+ year run of double-
digit revenue growth, with finishing 2021
with record revenues of $2.3B
Achieved double-digit operating margin
target in 2019 and expanded margin to
30% in 2021
Repurchased -$1.7B of shares from
2014 at average price of $37.90 per
share
Outlined growth strategy including Crocs
Brand $5B revenue target by 2026 and
26%+ long-term operating margin
Announced commitment to net zero
carbon emissions by 2030
Acquired casual footwear brand
HEYDUDE and announced $1B+
revenue target for brand
HEY
DUDE
GOOD TO
GO-TO™
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