Crocs Signs New Licenses

Crocs Signs New Licenses
Crocs' women's socks.

Crocs Inc. is inking new licenses.

The Niwot, Colo.-based firm is expected to announce this week it has signed licensing deals to extend its brand to other product categories.

Among the new offerings will be Crocs-branded sunglasses and children’s apparel, to be made and distributed internationally.

The children’s apparel will be produced by new licensee the A Group. The collection will launch this April in 46 countries, distributed through both retail and wholesale channels. Crocs-branded sunglasses and sunglass accessories will debut in May through licensee Eye King LLC. Retail and wholesale distribution will target the U.S. and Canada.

“Licensing presents an opportunity to leverage one of our most valuable assets — the Crocs brand — by associating it with best-in-class products that go beyond footwear,” said Mike DeBell, Crocs’ VP of global sales. “Through strong international and regional licensing partners, we plan to extend the power of our brand and make new consumer connections.”

Crocs first signed a license for non-footwear products last year. Among its licensed product is a line of adult and children’s socks, produced by Intersocks, launched in the holiday 2011 season.

The firm also recently bowed Collegiate and Major League Baseball footwear with sports licensee Paramount, and Crocs-branded scrubs for the medical community through a partnership with ICER Brands.

Crocs is on the hunt for yet more collaborations, DeBell added.