Denver, July 30, 2025 — VF Corporation, the parent company of brands such as Vans, The North Face, Timberland, and Dickies, reported better-than-expected quarterly results on Tuesday, signaling early momentum in its ongoing corporate turnaround strategy.
The company posted first-quarter revenue of $1.76 billion, slightly above market expectations. Despite continued challenges at Vans, which saw a 14% decline in sales, the company benefited from robust performance in other segments. Timberland recorded 11% growth, while The North Face posted a 6% increase, driven by strong demand across outdoor and lifestyle categories.
VF also reported an adjusted loss per share of $0.24, narrower than analysts’ consensus estimate of $0.34. The improvement in margins and tighter expense controls contributed to the better-than-expected bottom line.
CEO Bracken Darrell, who is leading VF’s multi-year transformation effort dubbed the “Reinvent” program, emphasized cost restructuring, portfolio streamlining, and channel optimization as key priorities. The company recently targeted more than $300 million in cost savings and has taken steps to reset underperforming brands like Vans, which continue to face demand softness and inventory challenges.
Investors responded positively to the results, with VF’s stock surging in early trading. Analysts noted that while the path to recovery remains uncertain, the latest results indicate tangible progress in stabilizing the business.
Looking ahead, VF guided for a 2% to 4% revenue decline in the second quarter, reflecting continued challenges in wholesale channels and transitional adjustments within key brands. However, management reaffirmed confidence in the long-term outlook, citing improving consumer sentiment and operational discipline.
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