Deckers Brands
Deckers Brands is a global multi-brand footwear company designing, marketing, and distributing premium comfort (UGG), performance running (HOKA), and outdoor sport sandals (Teva) across 50+ countries through wholesale, owned retail, and DTC e-commerce channels.
- Company typePublic
- Founded1973
- HeadquartersGoleta, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Deckers Brands does
Deckers Brands (NYSE: DECK) is a global footwear and lifestyle company operating a multi-brand portfolio built around three core labels: UGG, HOKA, and Teva. Founded in 1973 and headquartered in Goleta, California, the company designs, markets, and distributes footwear, apparel, and accessories spanning premium comfort (UGG), high-performance running and trail (HOKA), and outdoor sport sandal categories (Teva). The company discontinued Koolaburra and Ahnu in 2025–2026 to consolidate resources around higher-performing brands, and acquired performance sock brand Feetures for $200M in November 2025 to extend its running category presence.
The company's products rely on proprietary footwear technology rather than software platforms. HOKA's differentiators include super-critical foamed EVA midsoles, Vibram Megagrip outsoles with Traction Lug technology, and carbon fiber plate constructions with PEBA foam (as in the Cielo X1 3.0 racing super shoe). UGG is built around proprietary sheepskin materials and UGGpure wool for comfort and insulation. Teva's heritage sandal lines feature signature strapping systems and Hurricane footbed platforms. Pricing spans $100–$275 MSRP across the portfolio, with HOKA racing super shoes and UGG collaborative drops commanding the highest price points.
Deckers generates revenue through wholesale distribution to department and specialty retailers, Company-owned retail stores, and direct-to-consumer e-commerce via brand-owned websites. FY2026 revenue reached $5.47B (+9.8% YoY), with UGG at $2.74B and HOKA at $2.59B together representing ~97% of the top line, and international sales at $2.28B growing 26.8%. The company sells in more than 50 countries and is expanding its owned-retail footprint by 20–25 HOKA stores per year in Germany, Italy, France, and China, supported by celebrity and athlete-led marketing campaigns (Central Cee, Su Yiming, PinkPantheress, Alex Masai) and sustainability partnerships anchored by Teva's 'For Playground Earth' platform.
Deckers Brands firmographics
Firmographics- Name
- Deckers Brands
- Legal name
- Deckers Outdoor Corporation
- Website
- https://deckers.com
- Company type
- Public
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Deckers Brands is a global multi-brand footwear company designing, marketing, and distributing premium comfort (UGG), performance running (HOKA), and outdoor sport sandals (Teva) across 50+ countries through wholesale, owned retail, and DTC e-commerce channels.
- Ownership category
- akta.pro rank
Deckers Brands industry classification
Industry- Product category
- Premium Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821), Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Outdoor, Hiking & Trail Footwear Retail (CRAAADAE)
Keywords
Where Deckers Brands is headquartered
LocationHeadquarters
- HQ city
- Goleta
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Deckers Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Footwear Sales (UGG, HOKA, Teva): Primary revenue stream from designing, marketing, and distributing innovative footwear. UGG brand generated $2.74 billion in FY2026 revenue, HOKA generated $2.59 billion. Products sold in more than 50 countries through wholesale and DTC channels.
- Apparel and Accessories: Company portfolio includes apparel and accessories under UGG, HOKA, and Teva brands, though footwear remains the dominant revenue driver.
- International Sales: International sales reached $2.28 billion in FY2026, representing 26.8% growth. Strategic expansion into Europe, Asia-Pacific markets with new retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | HOKA Speedgoat 7 - Premium Trail Running Shoe |
| Unit Pricing | Pay-as-you-go | HOKA Cielo X1 3.0 - Premium Racing Super Shoe |
| Unit Pricing | Pay-as-you-go | Teva Spring 2026 Sandals |
| Unit Pricing | Pay-as-you-go | Teva and UGG Hybrid Collection |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Deckers Brands product offering
Product offeringCore offering
Deckers Brands designs, markets, and distributes innovative footwear, apparel, and accessories through three primary brands — UGG (lifestyle sheepskin and comfort footwear), HOKA (performance running, trail, and racing shoes), and Teva (outdoor sport sandals). Products are sold in more than 50 countries through select department and specialty stores, company-owned retail stores, and online stores, with footwear as the dominant revenue driver.
Product overview
Deckers Brands is a global footwear and lifestyle apparel company operating a multi-brand portfolio strategy with primary brands UGG, HOKA, and Teva. The company has shifted from a diversified brand approach to concentrating resources on its highest-performing labels, having discontinued Koolaburra and Ahnu. UGG serves as the seasonal revenue anchor with iconic sheepskin footwear, while HOKA drives growth as an innovative performance running and outdoor brand. Teva provides outdoor recreation positioning with its heritage sport sandal business. Products are sold in over 50 countries through department stores, specialty retailers, Company-owned retail stores, and select online stores including Company-owned websites.
Differentiator
Problem solved
Functional benefit
Brands
- UGG: Premium lifestyle comfort footwear brand featuring sheepskin boots, slippers, and casual styles.
- HOKA
- Teva
Products and services
- UGG Brand
Quantifiable outcome
- HOKA brand grew 15.9% to $2.59 billion in FY2026
- +4 more outcomes
Companies that use Deckers Brands
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Deckers Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Deckers Brands partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Runners for Public LandsminorTeva announced partnership with Runners for Public Lands as part of its environmental stewardship and community access initiatives in the Spring 2026 collection.
- The Conservation AllianceminorTeva partnership with The Conservation Alliance promoting environmental stewardship and outdoor access as part of 'For Playground Earth' platform.
- The Venture Out ProjectminorTeva partnership with The Venture Out Project to promote community outdoor access and environmental stewardship.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Deckers Brands competitors and assessment
Company assessmentDirect peers
- Wolverine World Wide: Multi-brand footwear portfolio company owning Merrell, Saucony, Sperry, and Hush Puppies. Directly comparable to Deckers in its multi-brand strategy spanning performance, outdoor, and lifestyle footwear, with similar wholesale and DTC channels.
- Skechers: Performance and comfort footwear brand sold across athletic, casual, and lifestyle categories through wholesale and global DTC. Closely comparable to Deckers in comfort-led positioning, mass premium pricing, and broad channel distribution including owned retail.
- Crocs, Inc. Iconic single-product comfort footwear brand with strong brand equity and high gross margins. Comparable to UGG's comfort franchise in its category-defining brand power, premium pricing discipline, and global wholesale-plus-DTC distribution model.
- On Holding AG: Premium performance running and lifestyle footwear brand with proprietary cushioning technology (CloudTec). Most directly comparable to HOKA in performance running positioning, premium price points ($140+), and rapidly scaling international DTC footprint.
- Birkenstock Holding plc: Premium comfort and lifestyle footwear brand with iconic silhouettes and high gross margins. Comparable to UGG in comfort-first positioning, premium pricing power, and a category-defining brand with strong DTC growth globally.
- Brooks Running: Performance running specialist owned by Berkshire Hathaway, focused on road and trail running footwear. Directly comparable to HOKA in performance running category leadership, premium technical positioning, and DTC-led growth model.
Broad incumbents
- NIKE, Inc. Global athletic footwear leader with broad running, lifestyle, and outdoor portfolio including Nike Running, ACG, and Jordan. Comparable as the dominant incumbent HOKA must keep pace with in technical innovation, athlete endorsements, and global running shelf space.
- adidas AG: Global athletic and lifestyle footwear brand with running (Adidas Running/Adizero), outdoor (Terrex), and lifestyle franchises. Comparable to Deckers as a broad incumbent competing with HOKA in performance running and Teva in outdoor.
- VF Corporation: Multi-brand apparel and footwear conglomerate owning Vans, The North Face, Timberland, and Smartwool. Comparable to Deckers as a multi-brand outdoor and lifestyle platform operator with shared wholesale and DTC distribution infrastructure.
- Columbia Sportswear Company: Outdoor and active lifestyle brand with footwear, apparel, and accessories. Comparable to Teva's outdoor positioning and Deckers' broader outdoor footwear category through technical product, brand sponsorship of outdoor athletes, and multi-channel distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Deckers Brands social profiles
Digital presenceDeckers Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deckers Brands leadership team
Management profileNumber of profiles
Profiles7 records
Deckers Brands subsidiaries and ownership
Company hierarchySubsidiaries5 records
Deckers Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deckers Brands M&A and investment
M&A and investmentM&A8 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Deckers Brands
What does Deckers Brands do?
Deckers Brands designs, markets, and distributes innovative footwear, apparel, and accessories through three primary brands — UGG (lifestyle sheepskin and comfort footwear), HOKA (performance running, trail, and racing shoes), and Teva (outdoor sport sandals). Products are sold in more than 50 countries through select department and specialty stores, company-owned retail stores, and online stores, with footwear as the dominant revenue driver.
Is Deckers Brands a public or private company?
Deckers Brands is a public company. It is classified as public and is currently operating.
When was Deckers Brands founded?
Deckers Brands was founded in 1973. It employs 5,001 to 10,000 people.
Where is Deckers Brands based?
Deckers Brands is headquartered in Goleta, United States, in the North America region.
How does Deckers Brands make money?
Three revenue lines are on record. Footwear Sales (UGG, HOKA, Teva) is the primary driver. The others are apparel and Accessories and international Sales.
Who are Deckers Brands's main competitors?
Direct peers on record are Wolverine World Wide, Skechers, Crocs, Inc., On Holding AG, Birkenstock Holding plc and Brooks Running. Broad incumbents are NIKE, Inc., adidas AG, VF Corporation and Columbia Sportswear Company.
Does Deckers Brands have an API?
No public API is recorded for Deckers Brands.
What industry is Deckers Brands in?
Deckers Brands's product category is Premium Footwear. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 3162 and its SIC code is 5661.