VF Corp’s leadership projects a gradual turnaround as Vans shows signs of improvement and the smaller Altra brand helps offset ongoing declines. Bloomberg reports CEO Bracken Darrell says sales are down 9% in the first half of the year but are expected to fall 2% or less in the second half, with VF on track to return to growth “at some point soon.” The company points to innovation across products and rising consumer interest.
Other outlets add operational detail on the brands behind the shift. WWD says VF is upbeat about Vans’ prospects and highlights that Vans global direct-to-consumer sales rose for the first time in five years, while Altra footwear growth helps counter declines at Vans. Retail Dive similarly frames Altra as a potential “rescuer,” citing 40% Q2 revenue growth and suggesting it is on pace to offset Vans’ performance issues. WWD also reports that VF beats expectations in Q2, and notes an expectation of improved Vans wholesale performance in the back half of fiscal 2027.
