Italian-born, US-based footwear business Hey Dude has secured its retail debut in the Australian market.
The brand will initially launch in 50 retail stores nationally, partnering with key retailers including City Beach, The Trybe and Platypus.
HeyDude will make its first appearance at 20 City Beach stores in New South Wales, Queensland and Western Australia from August 2024.
From September, the footwear brand will take on two of Accent Group’s subsidiaries, Platypus and The Trybe. HeyDude will initially be available in 10 Trybe stores, with that business operating 16 stores nationally according to its website.
Then from October, the brand will expand to 20 Platypus stores across Victoria, New South Wales, Queensland and Tasmania. Platypus hosts 171 retail locations nationally.
HeyDude is owned by Crocs, Inc., having acquired the brand in 2022 for $2.5 billion.
The brand’s unique selling proposition is selling comfortable shoes for women, men and children at starting prices of $109.
“We are excited to officially launch our HeyDude brand in the Australian market, introducing consumers to the same lightweight comfort and versatility that our U.S. fanbase knows and loves,” SVP and global chief product and merchandising officers Kelly Cortina said. “We know from internal data, once consumers try a pair, they will purchase an average of four pairs for themselves.
“We are confident our brand will resonate with the Australian audience, and that they will love our product’s ease and timeless style.”
Last year, revenues were approximately $950 million. As the brand begins expanding into international markets such as Australia, it will focus on driving awareness and relevance with its hero products, Wally and Wendy, through new materials, colours and graphics.
Crocs is headquartered in Broomfield, Colorado, with its products sold in more than 85 countries through wholesale and direct-to-consumer channels.