Marketing Featured Southeast Asia

Skechers PH to move out from third-party distribution, bolsters operations in market

Manila, Philippines – American footwear brand Skechers has transitioned its operations in the Philippines from a third-party distributor, Trendworks International, to Skechers USA Philippines Inc, aimed at maximizing the brand’s growth prospects in the region.

The move will see Skechers offering its full range of lifestyle and performance footwear and apparel in Skechers retail stores, including the recently opened location in Alabang Town Center and another in Ayala Malls Manila Bay, which will be open this week. Another 10 to 12 additional concept stores are planned for the first half of 2022. Moreover, the brand will also be available in key departments and specialty stores including Planet Sports and The SM Store.

David Weinberg, SKECHERS USA’s chief operating officer, believes that the Philippines has immense potential for the brand, and with its dedicated team focused on growth and delivering the integrated capabilities of Skechers, the move is expected to further accelerate the brand’s potential.

“With Skechers’ appealing lifestyle collections, groundbreaking comfort innovations, and our corporate support, we believe the Philippines can become a key market for us in Southeast Asia,” said Weinberg.

Suzette Pasustento, the country manager of Skechers USA Philippines, shared that they are presently in the first phase of re-establishing the brand in the market, setting up new offices in Manila, and implementing a distribution center, as well as the opening of their first new store this month. 

“In 2022, we will introduce new product categories, open more retail locations and expand our door count with new retailers, as well as launch a comprehensive marketing campaign,” said Pasustento.

Skechers said that Trendworks International will continue to sell Skechers products through the end of 2021.