Online accounts for nearly 13% of the footwear manufacturer’s overall sales, and CEO Gregg Ribatt will step down in June.
E-commerce is an increasingly important part of Crocs Inc.’s business, and the footwear manufacturer and retailer has promoted its vice president of e-commerce.
Adam Michaels becomes senior vice president of global e-commerce, a promotion from his position as vice president of global e-commerce. It’s Michaels’ second promotion in his four years with Crocs. He started with the company as director of North America e-commerce in 2013.
Michaels will head up what Crocs calls a new “global e-commerce function,” though the company did not provide any additional details in its announcement or on its fourth quarter earnings call. A Crocs spokesman could not be reached immediately for comment.
Michaels’ promotion is one of several executive changes at Crocs. CEO Gregg Ribatt will step down on June 1 and Andrew Rees, who serves as the company’s president, will take over and hold both job titles. Ribatt will remain on the company’s board of directors.
In its fourth quarter earnings release, Crocs, No. 224 in the Internet Retailer 2016 Top 500 Guide, reported global online sales in 2016 of $130.7 million, up 7.9% from $121.1 million last year. E-commerce accounted for 12.6% of the company’s revenue in 2016, compared to 11.1% last year.
“Given shifting consumer shopping patterns, we expect this channel to continue to grow in importance to the overall business,” Ribatt…