Crocs Inc, the world's leader in casual footwear, expects to see steady growth in the Thai market over the next three years.
The Mall Bangkae shop is one of the two stores added to its Thailand network recently.
Lawrence Phua, Crocs' general manager for Southeast Asia, said Thailand plays a key role in its regional business expansion.
The company unveiled two new stores in Bangkok, at The Mall Bangkae and Sena Fest Lifestyle Mall on Charoen Nakhon Road, pushing its total stores over 100.Crocs is also upgrading its store at Future Park Rangsit in response to increasing demand.
Japan and China are currently its biggest markets. Since Crocs' arrival in Southeast Asia, Thailand has been one of its largest markets.
Due to the tropical climate, many locals look for water-resistant, comfortable and durable footwear. All of its products are imported.
Crocs opened in Thailand in 2009. Crocs products are available in 376 locations, with 60 Crocs branded stores showcasing a full range of products.
Mr Phua said 2012 was a record year with US$1.12 billion in revenue, a 14% increase from 2011. Gross margin increased to 54.1%.
The company saw growth in all regions last year. Business in Asia grew by 20% from $381 million in 2011 to $457 million in 2012.
"Our business in Asia will continue growing in importance over the next three years, with steady growth in the Thai market," he said.
As consumers crave fashion, the company is repositioning itself to let them know Crocs is no longer a one-shoe company. It has over 300 styles available in each season from flats to sneakers, and even women's heels and wedges that can be worn every day.
Crocs raised its marketing budget by 33% in 2013 to diversify its products and build a global brand.
"Now is the time to bolster our marketing efforts to increase consumer awareness about the Crocs brand. We believe the investment will help illustrate the company's evolution from a one-shoe company," said Mr Phua.