Despite hitting the market fully just four years ago, they have witnessed success in almost every country imaginable. With the American market wrapped around their finger, and others following suit, it is intriguing to hear how such unusual looking shoes have become a "must have" in fashion.

"Sales are up even further this year" smiles Wijsman "WSA was particularly impressive for us, however, the American market is just one area of success. There is not one country where Crocs are not succeeding. We are starting to see success in Brazil,Mexico and even China. The sky really is the limit."

This is music to my ears. A shoe which, on first being catapulted into the industry looked to be a one trick pony. A type of shoe which could not diversify, was destined to be static. A shoe which could only be what it was. Essentially, it seemed that the success of Crocs was going to be short lived. On the contrary, each offering that the innovative team at Crocs present to us is more exciting than the next, from flip flops and beautifully crafted ballerinas to walking shoes that can withstand more than a trainer.

"We have a technology centre where we develop new products, and a lot of time and money goes into it" says Wijsman "We will never stand still, every season will witness a new launch for Crocs. We want to revolutionize the shoe business"

New styles this season cover many areas that were unimaginable in the ordinary Crocs Repertoire. Crocs have one style with all the original features, but with a soft fleece lining to keep the feet warm, a style that is ideal for children. There is also the new Alice with a new sole unit for greater wear and tear, and a split sole. These styles were designed in Italy for a much more stylish appeal than the sporty traditional look of Crocs.

Kids versions have come a long way from the few styles first offered. From the Disney themed styles that are ever popular, to the latest closed toe offerings with Velcro that are ideal for even a back to school market.

Crocs have also found a great new way of printing, and so have extended the colourways of the product into patterns such as camouflage print. "The new process is completed in China, but it has to be done by hand" Explains Wijsman "It is printed through water, known as sublimation print, and allows us to print any pattern on the shoes we choose. It has been met with real excitement."

Winter versions of the original Cayman seemed impossible once upon a time, the lightweight material and breathability through the holes seems an unlikely choice for a winters day. Crocs seem to have found the ultimate solution with the Troika that features a higher cover heel and a section of suede for breathability. This style has been extended to boots, which still retain all of the Crocs quality with the same footbed and lightweight feel as other styles in the range.

The greatest change for Crocs has been its ability to design shoes that will be popular to the mainstream. The latest women's ballerina option sees the original Crocs material, brushed for a suede like look.

Are retailers afraid to take on new styles like these? "If a retailer is successful with the original Beach or Cayman styles then it seems they have the confidence in the brand to invest in other styles. We will never push a retailer to invest in the more unusual styles until they have a strong Crocs client base first." Says Wijsman "Once a customer feels the shoes on their feet, realises just how comfortable they are and how exciting they feel to wear, they are hooked. It is then that they become an ambassador for the brand."

Wijsman is right that Crocs shoes are about more than making a fashion statement. Although their bold bright colours, unusual shape and iconic status certainly get your feet noticed, it is definitely the feel of the shoes which get the styles flying off the shelves. Wijsman is excited to tell us that one man in the USA has even run a marathon in these little babies, and although Crocs is not a running shoe it is amazing that you can run a marathon in then. Dick himself has run three half marathons wearing Crocs. The comfort factor cannot be argued, sure, but what of countries who are more picky about non leather shoes?

"It is difficult because in some countries the retailer does not understand what their customers want" continues Wijsman "Germany, for instance, was a hard nut to crack as retailers can be a little stuck in the mud only wanting leather shoes, or thinking of the brand as 'plastic' shoes that do not bode well for foot health. Once they heard all of the success stories and realised the difference in a brand like ours, they soon gave in. In the past six months, sales in Germany have gone sky high."

Top end retailers are also catching onto the phenomenon, especially in Italy. "One store in Florence have Crocs shoes right next to Prada and Gucci and during Pitti Uomo exhibition they had a window dressed with Crocs. The response was great" explains Wijsman "Because of this, Italy as a country have really caught on to the craze."

Of course, with success, brings counterfeits and copies, something which Crocs have been forward thinking in their attempts to combat. "We have launched a real clamp down on the copies of the product as they are patent protected by law" says Wijsman "Really it should be looked upon as quite flattering for us. We are not particularly worried because the shoes are cheaper, and for this reason offer a lot less margin for the retailer. Consumers know the brand name, know the logo and want the originals. Our shoes are not ridiculously over priced so I think we can rely on people to continue the support for the real Crocs product."

What is the "Crocs Vision" for the near future I hear you ask? "Our vision is to continue to create new and exciting products, chase ourselves and not competition and invest in the brand as much as we can". Says Wijsman. Footwear Today says watch this space, there is no doubt they will be Croc-ing all over the world for many more years to come!

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