World’s second largest casual lifestyle footwear brand, Ecco Shoes, made its foray into the Indian market on July 14 by unveiling golf footwear priced at Rs 26,999. The company also introduced a range of casual shoes for men and women.
Sumit K Lal, Director, Ecco Shoes, said, “The urban Indian market is today witnessing a shift in consumer attitude, with a heightened appreciation for premium lifestyle brands. This is just the right time for Ecco to enter the Indian market. Ecco wants to be among the first movers into this dynamic category.”
The golf range for men and women is priced at Rs 10,399-Rs 26,999 and Rs 6,399-Rs 10,299, respectively, while the casual range is priced between Rs 7,349 and Rs 12,000. The shoes will be initially available in Delhi, Mumbai and Chandigarh, and will be retailed out of ‘Shoetree’ outlets.
The company also plans to open two concept stores in its first year of operations and is expected to spend around Rs 1 crore in the first year of launch.
With a global presence in over 60 countries, Ecco Shoes at present has a 11.6 per cent market share in the casual lifestyle category while golf shoes form a miniscule part of the brand in the global market. As to the sales target, Lal said, “Our objective is to sell around 15,000 pairs in the first year. We are looking at a focused growth, we want to be the most preferred brand.”
The company has plans to expand to Bangalore and Hyderabad in the second year, and in the third year of operations, it plans to foray into Chennai and Kolkata.