Skechers Focuses on Long-Term Growth as It Opens 450th Store in India

Skechers has crossed a major retail milestone in India with the opening of its 450th store. This reflects the long-term growth strategy of the brand, driven by product innovation, consumer trust and retail experience rather than high-profile marketing campaigns.

On the brand’s approach, Rahul Vira, CEO, Skechers South Asia said, “We have always focused on building meaningful relationships with the consumer rather than building short-term visibility.

“It has never been a question of visibility or volume. "From the very beginning, it has been about creating meaningful visibility that converts into long-term consumer preference," Vira said.

Skechers has largely avoided headline-grabbing campaigns, even as it has tied up with athletes like Jasprit Bumrah, Suryakumar Yadav, Harry Kane and Sunil Chhetri, and focused on steady brand building and retail expansion.

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Comfort-Led Strategy:

More footwear brands are now touting comfort as a major selling point, but for Skechers, comfort has always been part of the product philosophy, not a marketing trend, said Vira.

“For us it’s never been a trend or marketing proposition, it’s been a product philosophy,” he said. “We’ve invested in innovation focused on comfort for the long-term, with technologies like Goga Mat and Hands Free Slip-Ins.

Broad Consumer Focus:

More footwear brands are now touting comfort as a major selling point, but for Skechers, comfort has always been part of the product philosophy, not a marketing trend, said Vira.

“For us it’s never been a trend or marketing proposition, it’s been a product philosophy,” he said. “We’ve invested in innovation focused on comfort for the long-term, with technologies like Goga Mat and Hands Free Slip-Ins.

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“We have intentionally built a diverse portfolio that speaks to multiple consumer segments rather than one,” Vira said of Skechers.

Its Hotshots product line targets Gen Z consumers with contemporary designs and creator-led content, and the AERO Series addresses performance runners. Skechers continues to expand beyond running into cricket, football, pickleball, walking and lifestyle footwear.

With 450 stores now operational in India, Skechers continues to invest in physical retail as a key part of its growth strategy.

According to Vira, the company's stores are designed to offer consumers personalised guidance rather than simply serving as sales outlets.

"The physical store is not just a place to purchase footwear; it's where consumers can experience the innovation, comfort and breadth of the brand first-hand," he said.