- We’re also currently developing and expan-
ding the way that our shoes are presented in
retail stores.
We’re opening more shop-in-shops in co-
operation with several of our wholesale
customers, and we have a beautiful wall
that showcases the full Skechers range for
all target groups. We have many loyal shoe
store owners, and we have a clear ambition
to grow and evolve side by side with them,
says Hanne Sørensen. The primary target
audience for Skechers are women in the 35+
age bracket, but more and more young people
are also being drawn to the brand, particularly
because of its new chunky sneakers that are
in style right now.
- Our new boots for A/W 2020/21 are super
trendy, and they’re designed to appeal both
to our primary audience and to the younger
customers.
Skechers in the US develops up to 10,000 sty-
les per season, from which Skechers selects
its collections for the Scandinavian market.
There are around 400-500 different styles in
a typical concept store, which really puts the
size of the whole collection into context.
- Our knowledge about the Nordic market has
had a huge influence on the success of Sports
Connection. Selecting the right styles for the
retailers in the four markets is incredibly im-
portant, establishes Hanne Sørensen.
HUMBLE DANES
Sports Connection, who celebrated its 25-
year anniversary in 2019, has been the distri-
butor of Skechers in Scandinavia since 2005.
In its office in Esbjerg they have around 50
employees working in sales, purchasing, ad-
ministration, logistics, marketing, and ware-
housing. In 2018, Sports Connection sold
more than 1 million pairs of shoes for the first
time. And its growth looks to continue in all
categories and in each of the four countries:
Denmark, Norway, Sweden, and Finland. At
the time of publication, they had 25 shop-in-
shops, and deals had been reached for further
additions in 2020.
At Skechers in Esbjerg, they don’t see concept
stores as competition for existing retail costu-
mers.
- We typically see sales rising at our retailers
when a Skechers concept store opens in a
town. One part of the reason is that the two
stores don’t carry exactly the same items, and
another part is that the visibility and profile
of the brand increases in the minds of con-
sumers when a concept store opens. What
often happens is that Skechers will grab a
significantly larger share of shoe sales in the
town when a concept store opens. In that way,
the concept store becomes a colleague more
so than a competitor, says Hanne Sørensen.
- Even though things are going well, we’re still
just humble Danes at heart. We’re dedicated
and hard-working. Our owner and managing
director Peter Jørgensen lives and breathes
Skechers, and that passion really has an im-
pact on the entire organization. In May 2019,
Sports Connection was named Distributor
of the Year by Skechers in the US, an achie-
vement the whole team is very proud of. We
were chosen among a strong field of distri-
butors from all over the world, including the
Indian distributor who is opening a new store
every four days at the moment, ends Hanne
Sørensen with a big smile.
SKECHERS ER DET
TREDJESTØRSTE
SKOMÆRKE I VERDEN,
KUN OVERGÅET AF NIKE
OG ADIDAS
SKECHERS
THE STORY OF SKECHERS
Stiftet i 1992 i Californien som et arbejdsstøvle-brand
I dag dækker kollektionen mange tusinde modeller og tilbyder et bredt sortiment af sko til
kvinder, mænd og børn i hele verden.
Skechers har syv procent af markedsandelen på sneakers på globalt plan
Tredjestørste skomærke i verden, kun overgået af Nike og Adidas
Far og søn, Robert og Michael Greenberg, der stiftede virksomheden, er stadig i ledelsen, og
siden 1999 har virksomheden været børsnoteret på New York Stock Exchange
Familien stiftede oprindeligt L.A. Gear, som de senere solgte, hvorefter Skechers blev
etableret. Senest har de to virksomheder lanceret linjen L.A. Gear x Skechers – en serie
sneakers med tydelig 90’er-reference og retro-stil målrettet unge kvinder
Skechers har udviklet et stærkt fashion-orienteret label ved navn Mark Nason Los Angeles
by Skechers
Originally founded in 1992 in California as a work boot brand, Skechers today carries
thousands of different models and offers a wide selection of shoes for women, men, and
children all over the world.
Skechers has a 7 percent share of the global sneakers market and is the third-largest shoe
brand in the world, behind only Nike and Adidas.
The father and son, Robert and Michael Greenberg, who founded the company are still part
of its management, and since 1999 the company has been listed on the New York Stock
Exchange.
The family originally founded L.A. Gear which they later sold, after which Skechers was
established. Recently, the two companies launched the line L.A. Gear x Skechers — a series
of sneakers with a clear 90s feel and retro style intended for young women.
Skechers has developed a strong fashion-oriented label called Mark Nason Los Angeles by
Skechers.