Vans is responding to a 14% drop in sales during the first quarter of the 2025–2026 financial year by closing stores and reworking its product and brand strategy. VF Corp’s chief executive officer, Bracken Darrell, who joined the group in June 2023, has launched a company-wide restructuring plan called “Reinvent” to restore growth across the portfolio—including at Vans.

The California-born skate label has started transforming its operations, beginning with retail. Over the past two years, the brand has closed 140 of its least profitable retail locations, representing 20% of its global footprint. VF Corp attributes 40% of Vans’ revenue decline to this move, but Darrell says the closures have already improved profitability. The company did not disclose financial figures.

Refining the retail experience

The brand is updating its stores to go beyond downsizing. Vans is redesigning layouts to improve product segmentation and enhance the focus on footwear. In the U.S., 90% of full-price locations now feature a new format that separates men’s and women’s assortments while showcasing new styles more clearly.

Key flagship locations have seen positive results. The pilot store on Fifth Avenue in New York is reportedly outperforming the network average, and the London store is up 15%, with average selling prices 35% higher—an early sign of success for Vans’ shift toward premium positioning.

Rebuilding product momentum

Under brand president Sun Choe—appointed in June 2024—Vans is shifting its product development strategy. The company reports renewed interest in classic models such as the Vans Authentic and plans to launch a collaboration with Valentino this fall.

Creative teams now operate with greater flexibility, and new products are already emerging. Recent launches include the Super Lowpro, the Cable Skate, and refreshed designs in the premium OTW (Off The Wall) range, designed to connect the brand’s heritage with new innovation.

“Today, the premium segment represents a small part of Vans, but it shows how sensitive this business is to new products. New products are coming soon,” said Bracken Darrell.

Reconnecting with culture

Vans is also updating its marketing approach to regain cultural relevance. While VF Corp has not released full details of its revised strategy, Darrell has described previous campaigns as ineffective and signaled a new direction in how the brand communicates with its audience.

The brand marked a major step by reviving the Warped Tour in 2024 after a five-year break. This iconic skate and punk music event, once central to Vans’ identity, returned with three sold-out concerts in Long Beach, California. The shows drew nearly 170,000 attendees and created strong engagement on social media. Vans has already opened ticket pre-orders for the 2026 edition.