Deckers Kicks Off 2026 With Two Fewer Brands After Shuttering Ahnu and Koolaburra

Core Insights - Deckers is streamlining its brand portfolio by phasing out the Koolaburra and Ahnu brands to concentrate on its successful Hoka and Ugg labels [1][2][3] Brand Strategy - The company plans to discontinue Koolaburra's standalone product collections and operations to focus on organic growth opportunities with the Ugg brand [2] - The closure of the Ahnu label was disclosed quietly in a 10-Q filing, with plans to wind down operations by the end of 2025 [2][3] Operational Changes - Deckers has initiated the phase-out of Ahnu's standalone operations, closing Ahnu.com as of October 1, 2025, and aims to complete the wind-down in the wholesale channel by the end of 2025 [3] - The company expects to finalize the closure procedures for both Ahnu and Koolaburra by the end of the third quarter, which concludes on March 31, 2026 [3] Brand History - The Ahnu label was briefly revived in March 2024 as a "super sneaker" brand, although it was not considered a relaunch of the original label [4] - Deckers acquired the Ahnu label in 2009 and initially operated it until 2018 before its recent revival [4]