Crocs Ready to Expand Footprint

Looking for ways to boost revenue in a struggling marketplace, Crocs is gearing up to expand its product offerings beyond its iconic core shoe via the Bite brand it acquired last year.

“We didn’t want to blow out the [Bite] catalog until we got our feet wet, so to speak,” said Ed Wunsch, director of marketing at Crocs, Niwot, Colo.

Based in Redmond, Wash., Bite Shoes has been a small but respected maker of ergonomically friendly adventure, hiking and walking footwear, along with a wide range of sandals. It also had developed a dedicated following of consumers for its tech-oriented line of functional and comfortable golf shoes, including golf sandals and golf hiking boots.

“Our first year goals [in 2008] have been modest in terms of the Bite division,” said Wunsch. “Our plans are to grow the line strategically, including