Crocs’ Business Is Booming — Here’s How Its Newest Hire Can Help Accelerate That Growth

Crocs has tapped a new leader for its Americas region as it continues to see exponential growth in pandemic times.

The clog maker announced today the appointment of Emma Minto as SVP and general manager, overseeing all operations for the Americas. She joins the Broomfield, Colo.-based company at a time when its business is booming — driven by a combination of trend-right products, buzzy collaborations and targeted marketing efforts, as well as a COVID-19-induced shift to casual wear.

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“Anyone paying attention knows that Crocs’ brand and business have never been stronger, and there’s plenty of room for continued growth,” Minto said in a statement.

Notably, Minto previously spent 16 years at Nike in a range of leadership roles, most recently as VP and general manager of Nike Women’s in North America, where she was tasked with driving integrated brand, product and go-to-market strategies for the athletic giant’s women’s running, training and sportswear categories. She was also the former VP of Nike Direct Global Retail Operations, where she spearheaded global real estate, construction and retail operations across a 1,200 store-owned fleet.

Crocs brand president Michelle Poole added that Minto’s “strategic mindset, consumer orientation and leadership style will be a terrific fit for Crocs and a great addition to our senior leadership team.”

Despite challenges brought about by the health crisis, both Crocs and Minto’s former employer, Nike, have emerged as winners in the retail space. The brands established their own so-called “pandemic playbooks” — centered on their connection to consumers and focus on digital platforms — to help counter the predicted negative impact on their businesses.

In mid-January, Crocs announced expectations for fourth-quarter revenues to surge about 55% to between $407 million and $410 million — up from the previous guidance range of 20% to 30% growth. For the 2020 fiscal year, it anticipates revenue gains of more than 12%, which is also an improvement from its recent guidance of approximately 5% to 7% growth.

What’s more, the brand predicted record revenues of between $1.381 billion and $1.384 billion for 2020. It forecasts a full year 2021 revenue increase of 20% to 25%.

“Amidst a global pandemic in 2020, we will deliver the strongest revenue in Crocs’ history,” CEO Andrew Rees added in a statement at the time. “Our brand momentum is exceptional, and we anticipate another record year in 2021. We remain focused on continuing to deliver sustainable, profitable growth for years to come.”