Skechers Reopens Its Internet Store, Signs Pop Star
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Skechers USA Inc., which makes sneakers, boots and sandals, reopened its Internet store after reducing costs at the division.
After its third-quarter profit fell 26%, the company last month said it would close its mail-order division and possibly hire another company to run its electronic-commerce business because of slower sales after the Sept. 11 terrorist attacks.
The Manhattan Beach-based company said the most cost-efficient option was to operate the Skechers.com business itself. Skechers.com was started three years ago.
Skechers plans to open eight to 12 stores next year and has been trying to increase sales outside the United States by opening stores in France, Germany and Britain and setting up divisions in each country.
The company also signed pop star Britney Spears to an 18-month contract in August. She will appear in Skechers print ads overseas.
Shares of Skechers fell 51 cents to $13.18 Monday on the New York Stock Exchange.
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