Skechers is one of the most ubiquitous shoe companies in the U.S., with styles popular among children and adults. With $4 billion in net sales last year, it’s the second-best-selling sneaker brand in the country, according to Apparel News.
And now the company is expanding its offerings by launching Skechers Apparel, a new wholesale apparel line.
Skechers unveiled its plans for the new venture at the Active Collective trade show in January. Before that, Skechers brought on Lauren Martone as national account manager for apparel.
“It feels like a startup,” Martone said, according to Apparel News. “There’s a lot of firsts happening. We’re working with certain wholesale clients for apparel for the first time. We’re figuring out how we want to go to market with them. There’s a lot of passion and energy. There’s a lot on the line. It’s a new piece.”
The apparel line will eventually land in Skechers stores across the U.S. and abroad at the same time it is released to wholesale buyers. Also, the company appears to be strengthening its reputation of affordability.
“We want the line to be approachable and wearable,” Martone said. “You are getting the same quality as other popular brands for a lower price.”
And, as the trend of athleisure continues, Skechers is offering apparel items that work with active lifestyles as well as normal day-to-day routines by introducing a “Skechweave” woven, wrinkle-resistant fabric and a Skechtech moisture-wicking poly-blend.
To accommodate the growth, Skechers is building a new 100,000 sq. ft. showroom and 20,000 sq. ft. office building in Hermosa Beach, Calif., near its Manhattan Beach flagship store. It also signed a three-year lease for a 365,000 sq. ft. warehouse in Moreno Valley, Calif., to expand on its current warehouse space.
