Seria - Crocs recently launched its new concept store on January 15 at the newly renovated Supa Save Seria. Staff and friends of Early Childhood Publications Brunei Co (ECPBC) celebrated this event with a ribbon-cutting ceremony attended by Lawrence Phua, General Manager of Crocs Asia, Singapore; Penny Tang, Regional Accounts Manager, Singapore; Agnes Deelen, Managing Director of ECPB; and Felicia Yong, Business Development Director of ECPB who later on made an opening remark giving a brief history of how Crocs started in Brunei:

"It all begins with a single email asking: Dear Crocs, we would like to ask if we can be a distributor in Brunei. Not knowing from that simple email, chains of business will be developed. In Dec 2007, the first batch of Crocs arrived in Brunei. With the combined hard work, determination and a very big faith, Crocs grew and becomes Well known to the local crowd. Now, Crocs is one of the biggest names when it comes to the shoe industry."

According to a press release, the new retail environment reflects the brand's efforts to reposition itselfin the market, designed to provide an engaging, fun and high-touch environment, inviting consumers to explore, interact and shop: The shop has been conceived in such a way that customers can easily navigate inside the store and discover all of the new footwear styles offered by Crocs for men, women and children.

This season will see the launch of one of Crocs' most innovative collections to date. Using its exclusive Croslite material, responsible for the comfort of every pair of Crocs shoes, the brand has decided to explore different types of footwear In an attempt to evolve its brand image beyond that of "comfortable" to include a fashionable and elegant appeal, Crocs hopes that its image will no longer only be associated with its classic Clog model. This new direction being taken is clearly visible in its new collection, emphasising on Crocs Comfort, Everyday in Every Season with a slogan: Walk in Comfort, Wear in Style.

--Courtesy of Borneo Bulletin