Shoe manufacturer expects sales to decline by at least 2020 percent in 35
After a year of disaster, the Sulinger shoe manufacturer Lloyd Shoes is focusing on growth again in 2021. In 2020, according to managing director Andreas Schaller, the company had to cope with a drop in sales of at least 35 percent due to the restrictions caused by the corona pandemic. Both our own retail and wholesale business were affected. The reorder business, which is very important for Lloyd, also collapsed last year.
Now Lloyd has developed a new strategy concept with which to attack again after the “transition year” in 2021. In particular, Lloyd boss Schaller wants to “get out of the box that we find ourselves in with many trading partners”. In short it is: More casual and sneakers, less business and occasion fashion. There have been no more events since March, which is why there has been hardly any follow-up sorting.
The development towards casualization is also reflected in the new store design with the newly developed sneaker wall. “That had a positive effect and that’s why we want to continue the concept,” says Schaller. Having your own retail is important for brand building anyway, because all partners would also benefit from the experience gained there.
Schaller also expects slower order behavior from shoe retailers for the coming autumn/winter season 2021. “The stocks are still there and will not simply disappear,” said the managing director, who hopes for support from politicians. However, Schaller is confident that as business picks up, repeat orders will pick up again. One thing, however, can no longer be caught up. “The sales of the first two months of 2021 are gone.”
