VF's Vans Brand Shows Direct Growth Signs, but Wholesale Lags -- Market Talk

0849 ET - VF's Vans brand is still lagging, despite green shoots. Vans global direct-to-consumer revenue turned positive for the first time in nearly five years thanks to what CEO Bracken Darrell says is the brand's "product engine [showing] up in our channels first." However, overall brand revenue fell 9.8% in 2Q, below consensus expectations. On a call to investors, Darrell says the wholesale recovery for Vans is lagging direct-to-consumer by six to nine months and won't meaningfully rebound until 4Q, leaving near-term wholesale revenue under pressure. Shares are trading 3.7% lower in premarket at $16.40. (adriano.marchese@wsj.com)

(END) Dow Jones Newswires

October 28, 2026 08:49 ET (12:49 GMT)