Skechers USA will switch from third-party distributors to a wholly-owned operation for its business in Central and Eastern Europe. Called Skechers CEE, the new subsidiary will be based in Budapest. It will be run by Peter Dulic, who has been taking care of Skechers for nearly 20 years, launching the brand in 1997 in Serbia, Bosnia-Herzegovina and Montenegro as general manager and partner of its local distributor, Office Shoes.

During his tenure, Dulic was responsible for opening more than 130 Office Shoes stores in 13 countries throughout the region. He handled brand negotiation, real estate, retail, wholesale, marketing, distribution and strategic planning for Skechers and other international brands.

Skechers wants to double its sales in the next three to five years in the region covered by the new subsidiary, spanning 14 countries: Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Czech Republic, Hungary, Kosovo, Macedonia, Moldova, Montenegro, Romania, Serbia, Slovakia and Slovenia.

Distributors in the territory have already opened seven Skechers stores, while working with many established retailers. The new company will continue to work with Office Shoes and with Skechers' Croatian distributor, Voodoo.