Charly's footwear kicks into the US market
How does one enter the US market, and prevail?
From a realistic business standpoint, does it make sense for a Mexican tennis brand to set its sights on a market as competitive as the US?
Market expansion
Charly has opened stores in California and plans to follow a wholesale distribution strategy in the United States.
The US market is worth over $80 billion annually, representing a significant opportunity for Charly.
Charly believes that its recognition in Mexico and nationalistic sentiment will attract consumers in the United States.
Other Mexican brands like Pirma and Panam also have a presence in Mexico and the United States.
Don’t forget to subscribe to our weekly newsletter, it’s free!
Brand presence and recognition
Grupo Charly has around 100 Charly stores in Mexico and 96 Sketchers stores, in addition to catalog sales.
Charly is the predominant brand in the Liga MX, outfitting six teams.
The brand has gained exposure and recognition through its presence in teams and the Netflix series "Club de Cuervos."
Sponsoring football teams represents a significant expense for Charly.
Sales and projections
They project to sell nearly 13 million pairs of shoes between the Charly and Sketchers brands in 2023.
Ambitious decisions and competition
Charly has shown the ability to make ambitious decisions, such as entering the football industry and establishing a joint venture with Sketchers.
Despite competition from leading brands like Nike and Adidas, Charly has successfully established itself in Mexico and is now seeking international expansion.
