0.06%It’s certainly not doom & gloom for the Deckers owned brand, Hoka, who reported a 20% increase in sales of $653 million for Q1 2026.
You’ve probably heard us mention this whole “winners & losers” thing a few times here at KULT. As some brands struggle to keep the lights on (literally) some are absolutely smashing it with record quarterly sales & state-of-the-art innovation. One of them brands currently is the Deckers owned performance running trainer brand, Hoka, who have once again beat analyst expectations for its later quarter. Q1 2026 saw the Californian born company, Deckers (DECK), drive a total revenue of $964.5 million, which was up 17% compared to the same period last year. Net income for the quarter was $139.2 million, or $0.93 per diluted share, up from $115.6 million, or $0.75 per diluted share, compared to the same period last year. The latest quarterly results also beat Wall Street exceptions of $900 million total revenue & $0.68 per diluted share sending stock in Deckers (DECK) soaring by 14%.
Once again it was the Nicolas Mermoud & Jean-Luc Diard founded sportswear brand, HOKA, that “set the pace” with a 20% increase in sales of $653.1 million compared to $545.2 million from the same period last year. Sales were also up at UGG which also saw an increase of 19% to $265.1 million compared to $223 million from the same period last year. Deckers wholesale channel increased by 27% to $652.4 million compared to the same period last year and DTC (direct to consumer) also saw a slight increase of 0.5% to $312.2 million. Looking agead to the next quarter Deckers expect total sales to be in the region of $1.4 billion with diluted earnings per share between $1.50 to $1.55.
In an ever changing footwear landscape & the tough current climate with economic uncertainty coming in the form of Trump’s tariffs to tightening of wallets, Hoka as a brand has remained relevant in the performance running market thanks to an ever growing cult like following & a less stringent demographic who are willing to pay that little bit extra for the best. As new running trainer brands enter the highly competitive performance footwear market, it’s going to take a lot to rival Hoka who not only continue their upwards trend financially, but also strive to develop, and manufacture, some of the greatest product innovation currently available. Also don’t forget to subscribe to KULT & follow @kult_recruit to keep up to date with all the latest industry news.
Though uncertainty remains elevated in the global trade environment, our confidence in our brands has not changed, and the long-term opportunities ahead are significant. We will lean on the fundamental strengths of our powerful operating model as we continue executing our strategy.
Stefano Caroti – Chief Executive Officer Deckers Brands
