VF Corp. Stock Soars: Timberland & Vans Parent Accelerates Transformation in 2025

Wall Street wakes up to VF Corp's reinvention playbook—just as retail apes finally notice the boots-and-sneakers conglomerate might survive the decade.

From legacy lumber to streetwear surge

The Denver-based parent company—housing Timberland's outdoor ruggedness and Vans' skate culture—is executing a pivot that even skeptical analysts can't ignore. Shares popped 14% in pre-market trading after cost-cutting measures bit deeper than a logger's axe.

Supply chain alchemy

VF's logistics overhaul slashed North American delivery times by 22% last quarter. The magic trick? Diverting Asian shipments through Mexico—because nothing fixes global trade like a NAFTA loophole.

The cynical take

Another 'transformation story' for fund managers to justify holding a 126-year-old firm in their 'disruptive innovation' portfolios. At least this one comes with dividend payouts.

Key Takeaways

• Apparel and shoe manufacturer VF Corp. surprised analysts with flat revenue and a smaller loss than expected as its continued its transformation effort.
• The company behind North Face, Vans, and Timberland had previously warned of a drop in revenue.
• VF Corp. benefited from higher demand for its Timberland and North Face products, but Vans sales slid.

Shares of VF Corp. (VFC) jumped nearly 10% Wednesday after the apparel and shoe manufacturer posted a surprise financial report, suggesting its turnaround efforts are working.

The parent of North Face, Vans, and Timberland brands reported first-quarter fiscal 2026 revenue was basically flat at $1.76 billion, beating estimates. In May, VF warned revenue WOULD be down 3% to 5% in constant-currency terms. In addition, VF cut its adjusted per-share loss to $0.24 from $0.35 in 2024, also better than expected.

Sales were up 11% year-over-year for Timberland and 6% for North Face, but they fell 14% for Vans. Other brands gained 4%.

CEO Bracken Darrell, who took over 2 years ago, said, "We are on track with VF's transformation." Darrell added the company was "lowering costs, improving margins, reducing debt and transforming the organization." 

VF sees current-quarter sales to be down 2% to 4% in constant currency, and while it didn't give a full-year outlook, it did note that adjusted operating income and operating cash FLOW will be higher than 2024. 

Even with today's rise, VF Corp. shares have lost more than 35% of their value this year. 

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