Mixed messages from Deckers Brands results

Men’s Ugg sales growth “has been particularly strong”, distributor Intobrands says.

Goleta, California, USA (23 October 2025) – Hoka grew by 11.1% to US$634.1 million and Ugg grew by 10.1% to $759.6 million in Deckers Brands’ second fiscal quarter ended 30 September, the company announced.

Sales of its ‘other brands’, now mainly Teva and Ahnu following the phase-out of its Koolaburra operations, decreased by 26.5% to $50.6%.

Wholesale net sales increased 13.4% to $1.036 billion compared to $913.7 million.

Direct to consumer (DTC) net sales decreased 0.8% to $394.6 million compared to $397.7 million. DTC comparable net sales decreased 2.9%.

USA net sales decreased 1.7% to $839.5 million compared to $853.9 million.

International net sales increased 29.3% to $591.3 million compared to $457.4 million.

Footwear News nonetheless reported that Deckers Brands shares “dropped over 8% in after-market trading on Thursday after the footwear maker posted yearly guidance below analysts’ expectations”.

In Southern Africa, Ugg distributor Intobrands’ Paul Hancock said he hadn’t seen Deckers’ results. “We’re expanding the range positively here with new styles contributing to overall unit sales up 30% on the prior year. Our men’s range has been particularly strong with 100% growth on last year due to the new Hybrid range and slipper styles that have strong support amongst the sporting community.”

Hoka distributor Ikhambi Distribution had not responded to a request for comment at the time of writing.