Once Hoka got into business, I was one of their first sponsored runners. Overall, consumer demand for Ugg was strong in the quarter as the brand delivered global gains in DTC across genders and categories, the CEO added, but these gains were offset by unfavorable foreign currency exchange rate impacts across all channels as well as lower wholesale revenue. That was when Angel Martinez, CEO and chairman of Deckers Outdoor Corporation. We’re focused on healthy sell-through and expanding categories.”Īs for Ugg, which saw a 1.6% dip in sales to $930.4 million in the third quarter, Powers is still confident the brand will return to growth as demand is still there for the product. We’re not really looking to expand to too many doors in wholesale. “We’re always prioritizing the run specialty channel – that’s our bread and butter. “On a global scale, we are very selective of who we sell Hoka to at wholesale,” Powers said on the call. As for where this growth is taking place, Powers noted that Hoka has a “strong” presence in REI stores, is in a handful of Foot Locker locations and has expanded into more Dick’s Sporting Goods doors in the third quarter. The CEO added that the company also added points of distribution with select strategic accounts slowly throughout the year. run specialty store data, during December, Hoka increased market share by 5 percentage points versus last year, delivered the highest average product turns and maintain a gross margin well above the channel average,” said Powers. In a call with analysts on Thursday, Dave Powers, president and CEO of Deckers Brands, said Hoka’s growth in the third quarter was primarily driven by share gains with run specialty accounts in the wholesale channel as product flow improved this year, allowing for better sell-throughs. Deckers Brands Is ‘Tightly Managing’ Wholesale for Hoka as It Continues to Build DTC Business
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