Crocs names new president

Footwear brand Crocs has named consumer brand expert Andrew Rees as its new president. Rees is expected to join the company officially on June 9 and he will also assume the role of principal executive officer until the company's search for a permanent Chief Executive Officer is

 successfully concluded.

Rees joins Crocs from LEK Consulting, a global management consulting firm with offices across Europe, the Americas and Asia-Pacific. He founded and led LEK's

retail and consumer products practice for 14 years. Prior to LEK he held senior leadership positions at Reebok International, where he served as vice president of strategic planning and vice president of retail operations.

"Andrew Rees is a proven leader in consumer products branding, marketing and retailing, with a long track record of business success," said Thomas J. Smach, Crocs chairman of the board and interim CEO. "Andrew has led the LEK team that has been working closely with us to help develop our strategic plan and we feel that he is best positioned to lead the Crocs' management team in executing that plan.”

Smach, added: “Andrew will bring a strong focus and cohesive leadership to building our brand and driving profitable growth for Crocs across the globe. Our board believes strongly in the Crocs brand and, as demonstrated by this hire, we are committed to making the investments needed to thoughtfully and profitably grow the brand on a global basis."

Commenting on his new role, Rees said: "Crocs is a powerful, exciting global footwear brand with highly differentiated products and tremendous upside potential. I look forward to working with the Crocs executive team, employees, distributors and our wholesale partners to accelerate the profitable growth of the Crocs brand and business around the world, as guided by an appropriate strategic plan."

Crocs appoints Andrew Rees as president, interim executive officer

Rees appointment marks a turning point for the footwear brand, earlier this year the board closed a 200 million dollar investment deal with Blackstone, who partnered with the brand to assist in the Crocs brand and global franchise and to provide additional infrastructure and products to enable its continued growth.

Taking about Rees role, Smach commented: “We have taken an important next step in our transition plan by hiring a president who has global marketing, brand building and retail expertise in order to execute on our short-term and long-term priorities and strategic plans, which include a sharper strategic focus on more profitable top-line growth.

“Andrew's immediate focus will be on improving financial performance, particularly in the Americas and Japan, as well as enhancing our global retail execution. As we increasingly focus on profitable growth and retail excellence, we will moderate the pace of our investments in new retail stores; while remaining resolute on creating long-term value for Crocs shareholders."

Smach will step down as interim CEO when Rees joins the company on June 9.

Image: Crocs