Uniquely developed and exclusive product that sells well

Posted at November 16, 2007

That’s what more and more multichannel companies need to survive the competition. Everywhere you go products seem so similar.

Croc ShoesYou know Crocs – those plastic shoes that have taken the retail world by storm in the last few years. They are sold everywhere from your local hardware store to Cabela’s – The World Largest Outfitter.

The Niwot, CO-based Crocs, Inc. sales have rocketed from $24,000 in 2002 to an expected 2007 sales $830 million! I don’t own any Crocs but my wife and many of her friends love them – comfortable and in many, many colors and patterns. And there are many imitators trying to capitalize on their success. Crocs Inc. is concentrating on moving into many other products but the shoes still account for 35% of sales

In a side note, Crocs stock slid 36% because the company while it exceeded analysts expectations it didn’t shatter their projection. I wish product developers like Crocs the very best. How fickle Wall Street can be.

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