Question · Q3 2026
Noah, on behalf of Anna Andreeva from Piper Sandler, asked for details on how Vans' DTC versus wholesale channels and geographic trends are expected to perform in Q4 fiscal 2026. He also inquired about The North Face's premiumization strategy, its timing, and how the brand aims to position itself against newer competitors.
Answer
CEO Bracken Darrell prioritized Vans' Americas business, followed by DTC (especially e-commerce), with stores and wholesale expected to lag. For The North Face's premiumization, he described it as a systematic, not revolutionary, opportunity, particularly in North America, citing the Summit Series and lifestyle products, emphasizing careful and well-executed changes.
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