Deckers Stock Slumps as Hoka Maker Warns of Consumer Pullback Because of Tariffs, Higher Prices

Core Insights - Deckers Outdoor (DECK) shares have dropped significantly, losing more than half of their value in 2025 due to a weaker-than-expected outlook and anticipated consumer pullback [1][6] - The company expects full-year sales to be around $5.35 billion, which is below analyst consensus [2] - The CEO indicated that the full impact of tariffs and price increases will lead to a more cautious consumer environment in the U.S. [3] Financial Performance - Deckers reported earnings per share of $1.82 for the fiscal second quarter, with revenue increasing by 9.1% year-over-year to $1.43 billion, surpassing analysts' expectations [5] - Ugg brand sales rose by 10.1% to $759.6 million, while Hoka brand sales grew by 11.1% to $634.1 million; however, sales from other brands fell by 26.5% to $57.2 million [5] Market Implications - The increase in tariffs may lead to higher prices for Deckers' products, creating margin pressure and potentially affecting consumer spending more broadly [4] - The company's current-quarter outlook has missed analysts' estimates, raising concerns about future performance [6]