Case Study


eCommerce strategy for accelerating expansion in China.


eCommerce strategy for Caleres for accelerating expansion in China.

Caleres is the second largest footwear company in the USA, and engaged Javelin Group to deliver a detailed review of the Chinese retail market to determine:

  • A strategic direction on how to accelerate expansion in China.
  • The role of ecommerce alongside the growing store estate.
  • The size of the ecommerce opportunity and the organisational impact.


Javelin Group:

  • Delivered a detailed assessment of the ecommerce market size and maturity, key local differences, and the future role of multi-channel.
  • Developed a clear channel strategy defining the role and mix of channels for expansion.
  • Examined sales projections and investment requirements.

We commissioned Javelin Group to help us think through our ecommerce strategy in China. As we are in the early phase of execution it was important to develop clarity around the approach. Javelin Group was able to leverage its ecommerce expertise, which combined with solid research, gave us great insight in to how best to move forward with focus and confidence. We are very pleased with the outcome of this project.
Tim Heard, Senior Vice President, International, Caleres.

Find out more about Javelin Group’s International Retail Strategy service line.

Contact  Richard

Contact Practice Director

Richard F Wolff

Director, International Retail

Richard F Wolff runs our International Retail Strategy practice. He brings a wealth of experience to the role following a career spanning 36 years at Marks & Spencer, most recently as Director of International where he was responsible for growing the number of international stores to 250 in 30 territories. Under his direction, Marks & Spencer opened stores in territories such as Russia, India, the Middle East, the Far East and Europe. Since joining Javelin Group, Richard has helped leading retailers in the UK and across the world with their international retail expansion plans.