ECCO's Strategic Expansion in India

Danish footwear giant ECCO is making significant strides in India, capitalizing on the increasing demand for premium sneakers and the burgeoning popularity of golf. With a focus on the top 2.5% of the population, ECCO aims to carve out a niche in the premium footwear market, steering clear of mass-market options.

Long-Term Vision and Market Strategy

Patrick Iversen, ECCO's regional director for South East Asia and the Pacific, emphasizes the company's long-term commitment to India. Despite the challenges posed by the Covid pandemic, ECCO has witnessed a fivefold increase in consumer demand, prompting plans to expand its retail and online presence aggressively. The goal is to establish 25 stores by the end of next year, alongside a strong digital footprint.

Golf Footwear: A Growing Market

With 150,000 registered golfers in India, ECCO sees a lucrative opportunity in the golf footwear segment. The company prides itself on being the number one premium brand in this niche, aiming to tap into the untapped potential of quality footwear for golf enthusiasts.

Expanding Beyond Metros

ECCO's strategy extends beyond metro and tier 1 cities, with a significant 35% of sales coming from tier 2 and 3 cities. The brand's global presence, spanning over 80 markets, with China, Russia, and the US leading the way, underscores its ambition to dominate the premium footwear segment worldwide.