Deckers Brands stock sinks more than 12% after soft outlook raises concerns about Hoka, Ugg growth

Core Insights - Deckers Brands' shares fell over 12% after the company reduced its sales guidance for Hoka and Ugg due to concerns about tariffs impacting demand [1] - Hoka is now projected to grow by a low-teens percentage in fiscal 2026, down from 24% growth in the previous year, while Ugg is expected to grow in the low to mid single digits, down from 13% [2] - The company previously anticipated mid-teens growth for Hoka and mid-single digits for Ugg before the introduction of tariffs [3] Financial Performance - During the fiscal second-quarter earnings call, the finance chief indicated that the effects of tariffs and price increases on demand have become clearer [4] - The company expects fiscal 2026 revenue of approximately $5.35 billion, below Wall Street's expectation of $5.45 billion, with earnings per share projected between $6.30 and $6.39, aligning closely with the $6.32 estimate [7] Market Dynamics - The slower growth for Hoka and Ugg suggests a potential loss of momentum after years of strong performance, as these brands account for the majority of Deckers' revenue [6] - Despite the near-term pressures from tariffs and inflation, the CEO expressed confidence in the long-term strength of both brands among core consumers [7] Cost Implications - The company warned that tariff costs could reach about $150 million this fiscal year, with plans to offset roughly half of these costs through price adjustments and cost-sharing with factory partners [8] - Deckers' shares have declined over 55% year-to-date, raising concerns among investors about demand deceleration [8]