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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Activist Investors Have VF Corp. in Their Crosshairs

Analysts say the owner of Vans and Supreme may have common ground with its new shareholders, who are pushing the group to cut costs, sell off assets and pay down debt.
Supreme store in China.
Supreme, in particular, has been a disappointment since VF acquired it for north of $2 billion three years ago. In the 12 months ending March 2023, Supreme posted revenue of $523 million — a 7 percent decline from $561.5 million the year prior. (Shutterstock)

This summer, newly appointed VF Corp. chief executive Bracken Darrell told investors he would move to turn around the company’s slumping portfolio of brands, including Vans, Supreme and Timberland, with “a sense of urgency.”

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Further Reading

Can Timberland Be More Than Just a Boot Brand?

After years of flat sales, the VF Corp.-owned shoemaker is looking to clarify its sometimes muddled image with consumers. On deck: product innovation, buzzy collaborations and more apparel.

Vans Knows You’re Sick of Their Shoes

For 15 years, the canvas sneaker giant rode a wave of teen demand for its classic styles, only to find itself on the outs when customers moved on to more innovative footwear. Will its new products drive growth again?

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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