Foraying into the Indian market, Danish footwear brand ECCO has opened its first store in Delhi-NCR at Ambience Mall. The brand offers women shoes in a price range of Rs 8,999 to Rs 16,999, while the men’s shoe range starts from Rs 15,999.
In India, the brand is planning to launch 20 concept stores in prime locations across key metros over the next three years.
According to Michel Krol, Executive Vice President (Global Sale), ECCO, “We will launch our brand in the premium category. We feel that some of the other premium brands that came to India went on a medium level in terms of target positioning. But, we are targeting the premium segment of the population.”
“We would like to take a long-term strategy to become a successful brand in India. That is why we will start with a small footprint to focus first on the brand building so that the Indian consumer understands the brand’s narrative as to why the premium price we charge is justified,” Michel stressed.
Its Global Creative Director Liam Maher stated, “Our specialisation is in combining fine craftsmanship with cutting edge technology to produce footwear, which has wide versatility to serve a range of wearing moments. The reason for that is simple. Even our formal wear is embedded with features such as anatomical comfort, softness, cushioning, rebound that is associated with the sneakers.”
Founded by Birte and Karl Toosbuy in 1963, ECCO is one of the world’s leading shoe brands, combining style and comfort. Its products are sold in 99 countries from over 2,250 ECCO shops and more than 14,000 sales points. ECCO is family-owned, and employs 21,300 people worldwide.