Its turnaround substantially complete, Crocs told the ICR conference it plans to get to a double-digit EBIT margin by growing e-commerce sales and keeping gross margins in the low-50s and SG&A in the low-40 percent range. The company touted its success in reducing costs by simplifying the business, closing unprofitable stores and selling smaller markets to distributors. Revenue quality was improved by simplifying the product line and emphasizing profitable clog styles, resulting in 400 basis points of gross margin expansion in the past three years. Now the focus is fully on growing those profitable sales.

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