Ugg Season Is Here, But Some Market Watchers Are Concerned About the Brand’s DTC Slowdown
Deckers Brands cut its 2026 sales forecast for Hoka and Ugg due to tariff-related price increases and weakening direct-to-consumer demand, expecting $5.35 billion in revenue.
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Deckers Brands stock sinks more than 12% after soft outlook raises concerns about Hoka, Ugg growth
Deckers Brands shares fell about 12% after fiscal Q2 results with softer outlook and fears HOKA’s rapid growth is slowing amid cautious consumers and tariff pressures.
Deckers stock sinks on outlook worries over Hoka, Ugg growth
Hoka shoes are seen in a store in Krakow, Poland on February 1, 2023. Jakub Porzycki | Nurphoto | Getty Images Shares of footwear maker Deckers Brands plunged 15% Friday after the company trimmed its sales guidance for Hoka and Ugg — the two brands driving its growth — over concerns that tariffs are leading to a slide in demand. Hoka, an up-and-coming running shoe brand, is now expected to grow by a low-teens percentage in fiscal 2026 after gr…
The shares of Deckers Brands, manufacturer of Hoka and UGG footwear brands, fell 15.21% after the company will cut its sales forecasts. Low prospects were generated by concerns that tariffs are causing a fall in demand for their tennis and boots. Last May, Deckers had anticipated a growth of approximately 15% for both brands before tariffs were implemented; however, this perspective had to be adjusted.
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