Chic Paris Boutique Tries to Sell Crocs
Rachel Dodes
Rachel Dodes
On Sunday, the day before the big shows begin, the fashion crowd heads to Le Marais, one of the few areas in Paris where stores are allowed to do business on a Sunday. Trendy boutiques like Paul & Joe, A.P.C. and Barbara Bui were bustling with well-heeled fashionistas checking out the latest in Parisian looks layered tops, patent leather ballet flats and skinny jeans.
Crocs clogs have yet to make their mark outside the U.S.
But on the Rue des Francs-Bourgeois, one of the main drags in the shopping district, there were some items in the window of a small shop that caused people to point and stare: Crocs, the unabashedly ugly brand of rubber garden clogs that have a cult following in the U.S. The shoes, in gold and orange, were shown paired with dainty dresses and chic leather jackets.
Crocs, which feature large holes in the front, have yet to become a sensation outside the United States. Everyone thinks this is crazy, acknowledged Pascal Yefet, owner of the shop in Paris, which is called Sylk Production. Mr. Yefet claims to be the first person in France to attempt to sell the unusual footwear. After a year of negotiation, he purchased 800 pairs of Crocs in a rainbow of colors from Crocs Inc., the Niwot, Colorado-based company. The shoes retail for 49 euros, or about $65. In the U.S. they can be purchased for $29.99.
If Mr. Yefet succeeds in drawing interest from French consumers, it could be a good sign for Crocs Inc., which has seen its stock almost triple since going public last year. The company has been rapidly expanding its offerings such as a wedge heel and a rubber ballet flat to avoid becoming a one-hit wonder.
Since opening the boutique in January, Mr. Yefet says he has sold about 100 pairs of Crocs, but that only 50% of the buyers are French. I hope people see Crocs as something different, says Mr. Yefet. They are very comfortable.
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