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Crocs hires Levi’s Neil Parker to lead APAC retail

CrocsStruggling footwear brand Crocs has hired a new retail chief for the Asia Pacific region.

Joining the company – which has undergone a large restructure in recent months including the removal of most of its Asia-based marketing function – is Neil Parker from Levi’s.

The Brit takes on the role of VP, direct to consumer, Asia, Africa and Middle East, based in Singapore with a brief to improve the brand’s presence in retail and e-commerce.

Parker; pic: LinkedIn

Parker; pic: LinkedIn

Parker leaves Levi’s, where he was VP of retail and commercial operations for Africa, Middle East and Asia Pacific, after eight months.

He joins just over a year after Steve Castledine, who performed the same role, left the company to join Adidas as GM, Pacific, based in Melbourne.

Crocs CFO Jeff Lasher told Mumbrella in a statement:“The hiring of Neil represents the commitment to improving retail operations from a strong regional team. Neil brings considerable expertise and experience and will accelerate our improvements to the consumer experience and retail success in the Asia market.”

Crocs began a major corporate overhaul in 2013, closing 100 of its 624 stores and lay off 183 staff globally. Asia was among the regions affected.

Most of Crocs’ marketing for Asia is now managed by a new global marketing team based in the US. Only Crocs’ core markets in APAC – Korea and China – have local marketing staff.

At the end of last month, the beach shoe wear brand saw a 1,500 per cent increase in global sales on Amazon after Prince George was photographed wearing a pair of Crocs while watching his father, the Duke of Cambridge, play polo.

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