ECCO Aims to Expand Its Presence in Tier I and Tier II Cities

ECCO is an innovative footwear brand for men, women and children. Founded in 1963 in Denmark by Karl and Birte Toosbuy, the brand is known for its premium footwear and leather goods.

‘‘Over six decades, the brand has evolved into a global premium footwear and leather goods company, with products sold across 101 countries through more than 2,250 ECCO shops and over 14,000 points of sale,’’ says Sumeet Lohia, CEO and Country Manager- India, ECCO.

ECCO’s Vertically Integrated Business Model

Talking about the brand’s business model, Sumeet said, ‘‘ECCO has a vertically integrated business model. With this model, the company owns and manages all aspects of its value chain - from its tanneries and leather production to shoe manufacturing, wholesale and retail ecosystem. This provides ECCO significant control over the quality, craftsmanship and innovation behind its products.’’

ECCO’s Entry in the Indian Market

ECCO entered the Indian market in November 2019, opening its first store at Ambience Mall, Gurgaon. This marks the beginning of the brand’s retail presence in the country. Since then, ECCO has continued to strengthen its India presence, with its fifth store opening at Phoenix Palladium, Mumbai, in February 2025, followed by further expansion into markets including Bengaluru.

Talking about the Indian market potential, Sumeet said, ‘‘India continues to be viewed as a long-term market, driven by a fast-growing economy, young population and expanding affluent consumer base. At the heart of ECCO's proposition is the combination of comfort, Danish design, craftsmanship and innovation.’’

Brand’s Retail Footprint

ECCO currently has 10 stores in India, with its latest opening at Phoenix Palladium, Ahmedabad.

Sharing about the brand’s presence in key markets, Sumeet said, ‘‘Our presence has grown across key markets including Gurgaon, Mumbai, Bengaluru, Chennai and Ahmedabad, while we continue to plan more stores across both tier 1 and tier 2 cities.’’

Further discussing ECCO's expansion strategy, he said, ‘‘Our approach to expansion is centred on building a strong and consistent customer experience across every touchpoint.’’

ECCO’s expansion approach remains measured, choosing locations that can deliver suitable customer experience.

Sumeet says, ‘‘We evaluate markets based on consumer demand, retail infrastructure and the availability of suitable locations, rather than simply focusing on the size or classification of a city.’’ He further adds, ‘‘For us, expansion is not simply about adding more locations. Each store, whether operated directly or through a partner, needs to strengthen the brand and give consumers the opportunity to experience ECCO in the right way.’’

Franchising Opportunities for the Brand

Discussing the franchising format, Sumeet shares, ‘‘The franchise model can help us extend our presence into relevant markets by working with partners who understand the local retail environment and consumer landscape.’’

The brand aims to maintain consistency in service, presentation, product experience and brand standards which remain critical as the network grows.

Omni Channel Strategy of the Brand

ECCO’s digital channels support product education, convenience and repeat purchases, while its physical retail provides the opportunity to experience the products’ fit and materials firsthand.

Talking about ECCO’s omni channel strategy, Sumeet shares, ‘‘E-commerce is an important element that complements our store services.’’ He adds, ‘‘Through our India website, consumers can discover and purchase ECCO products, including those who may not live close to a store.’’ He further shares, ‘‘Our identity remains consistent across channels.’’

Product Design and Craftmanship

Talking about the product design and craftsmanship, Sumeet says, ‘Our product offers Danish design, craftsmanship, innovation and comfort.’’ Further discussing its products’ distinction, he said, ‘‘Our distinction begins with how we make our products. Our involvement in leather development, manufacturing and retail connects the material expertise with the finished customer experience.’’

ECCO operates its own tanneries, directly involved in developing an essential material used in our footwear. This expertise allows the brand to consider its softness, texture, appearance and performance together.

Further discussing the products’ USP, Sumeet says, ‘‘ECCO’s strength lies in its connection between craftsmanship and innovation. Our leather expertise informs material choices, while our shoemaking technologies help shape the wearing experience. The result is a distinctive combination of contemporary design and practical comfort, supported by deep knowledge of how shoes are made. For the customer, the value lies in how these capabilities translate into the finished shoe’s fit, feel and quality.’’

Role of Technology

Technology also plays an important role in ECCO’s product experience. ECCO FLUIDFORM contributes to anatomical construction, while its BIOM NATURAL MOTION is designed to encourage natural movement. The GRUUV features a two-way flex rubber sole. Each addresses a practical aspect of how the footwear fits or moves.

Recent Product Innovations

Sumeet reveals the brand’s latest products highlighting BIOM 720, which combines lightweight construction, breathability, natural movement and everyday comfort. He further shares about The BIOM 720M BREATHRU which features BIOM NATURAL MOTION, BREATHRU performance mesh and ECCO ENCORE technology, offering breathability, cushioning, flexibility and shock absorption.

He then discusses the wider BIOM collection, including silhouettes such as BIOM 2.2 and BIOM C-Trail, reflecting the brand’s focus on combining performance, comfort and versatility across different consumer needs.

Alongside its product innovation, the brand also remains focused on strengthening its brand experience through thoughtful retail expansion, clear product storytelling and opportunities for consumers to experience ECCO’s footwear firsthand.

ECCO’s Outlook on Footwear Market in India

Talking about the footwear market in India, Sumeet says, ‘‘We see the opportunity at the intersection of aspiration and everyday utility.’’ He adds, ‘‘Greater exposure to international brands encourages consumers to explore, but a purchase also needs practical justification. Comfort, material quality and versatility give people tangible reasons to invest in premium footwear, particularly when they expect to wear it frequently.’’

He further shares that the consumers are becoming more discerning about premium purchase deliveries.

He says, ‘‘Brand recognition can create interest, but fit, comfort, styling versatility and service help determine the final choice. We believe brands increasingly need to explain their value clearly and then demonstrate it through the product experience.’’

Discussing how the Indian footwear market differs from global markets and how the brand is adapting its products and strategies through local needs of Indian consumers, Sumeet says, ‘‘The starting point is understanding how people live, shop and use footwear in India. Climate, work routines, travel habits and occasion preferences all influence relevance of the products. Our approach is to bring ECCO’s global strengths in context through appropriate product selection, locally relevant communication and direct consumer feedback.’’

Brand Identity and Positioning

Further discussing the brand’s identity and positioning Sumeet shares, ‘‘Local relevance comes through how we express that identity, including the products we highlight, the occasions we address and how we communicate. The aim is to make the global brand meaningful within Indian consumers’ daily lives.’’

Future Plans

ECCO’s future ambition is to build a broader, stronger business through thoughtful retail expansion, greater brand awareness and deeper customer relationships.

‘‘We want more consumers to experience ECCO while maintaining consistent service and product quality. Moreover, our locations should strengthen the brand and support a commercially sustainable business,’’ says Sumeet.

He further discusses creating a lasting relevance for Indian consumers.

‘‘Over the longer term, our focus will remain on building lasting relevance among Indian consumers, strengthening our retail and digital presence, and ensuring that ECCO’s global strengths in comfort, Danish design, craftsmanship and innovation are meaningfully adapted to the Indian market,’’ concludes Sumeet.