Deckers Brands关闭旗下两个品牌，押注HOKA与UGG

Core Viewpoint - Deckers Brands is restructuring its brand portfolio by focusing resources on its core brands, HOKA and UGG, while discontinuing independent operations of Koolaburra and AHNU by the end of the third quarter of fiscal year 2026 [1][4]. Brand Strategy - The company currently owns five main brands: UGG, HOKA, Teva, AHNU, and Koolaburra, with UGG and HOKA having higher brand recognition in the Chinese market [3]. - Koolaburra's exit from independent operations has been anticipated, with the company gradually ceasing operations since the third quarter of fiscal year 2025 [4]. - Deckers Brands has also sold its Sanuk brand, indicating a trend of brand portfolio simplification [4]. Management Changes - The restructuring may be linked to changes in the management structure, with a shift in focus from distribution channels to brand performance under the new COO [5]. - Stefano Caroti, the current CEO and COO, has a background in senior management roles at Nike and PUMA, which may influence the company's strategic direction [5]. Financial Performance - For fiscal year 2025, Deckers Brands reported net sales of $4.986 billion, a 16.3% increase, primarily driven by HOKA and UGG, despite declines in other brands [6]. - HOKA's growth rate has shown signs of slowing, with a 11.1% increase in net sales for the second quarter of fiscal year 2026, down from 34.7% in the previous year [6]. - UGG's sales are influenced by seasonal factors, with efforts to mitigate these through product line expansion [8]. Market Outlook - Despite strong performance in 2025, analysts express concerns about the sustainability of growth in 2026, with Piper Sandler downgrading the stock rating from "neutral" to "underweight" [9]. - The competitive landscape in the footwear and apparel industry remains intense, with increasing pressure on pricing and inventory management as more competitors enter the market [8].