Skechers grows from under 10 to over 1,000 stores in Southeast Asia since 2009

Skechers expanded its Southeast Asia footprint from fewer than 10 stores in 2009 to more than 1,000 points of sale today. At a 1,000‑store scale, the company says keeping each location relevant to local markets while maintaining brand consistency has become harder. Larger formats such as the Sunway Pyramid store serve as learning labs, offering features like foot‑scanning and customization zones.

To stay agile, Skechers gives local leadership teams authority to make quick decisions, letting them respond to regional shopper preferences.

“Skechers had less than 10 stores in Southeast Asia when Zann Lee joined the company in 2009. It now counts more than 1000 points of sale across the region,” Zann Lee, Skechers said.

“The biggest change is that consumers today are much more sophisticated and demanding,” Zann Lee, Skechers said.

What we know

• Skechers had less than 10 stores in Southeast Asia when Zann Lee joined the company in 2009. It now counts more than 1000 points of sale across the region.

• The biggest change is that consumers today are much more sophisticated and demanding.

• At a 1000-store scale, the challenge is about making sure each location has a clear purpose and delivers an experience that is relevant to its market.

• Southeast Asia is very diverse, so what works in Singapore may not work in Malaysia, Thailand or Vietnam.

• The Sunway Pyramid location is a good example. We designed it to carry a wider range of lifestyle and performance products in a more immersive space.