Dancing To The Crocodile Rock (CROCS)

Crocs, Inc.

is finally embracing fashion. Crocs have increased their product line from 9 to 250 different style shoes. In a research report Stern Agee writes, "We are initiating coverage on CROX with a Buy rating. We are confident that the company has turned the corner and has broadened its assortment well beyond the original Beach and Cayman clogs. There were 9 styles when the company went public in '05, now there are over 250, with many styles directed to specific markets. We are confident that the backlog following 3Q10 will be up greater than the 2Q10 backlog of 41%. CROX's new assortment features the Crocs Band, the Translucents, Toning, Sneakers and other collections, all with higher ASPs, which will offset the price increases expected in '11. CROX is also pursuing an aggressive direct to consumer business which helps margin growth." CROX closed yesterday at $13.54