UGG And HOKA Brands Will Expand Globally With New Products And Direct Sales Strategy

Key Takeaways

• The UGG and HOKA brands are driving global revenue growth through innovative product launches and international expansion, particularly in the APAC and European markets.
  
• Expanding direct-to-consumer channels and selective retail partnerships are enhancing margins and earnings through reduced reliance on wholesale channels and improved full-price sales strategies.
  
• Anticipated challenges from currency fluctuations, supply chain disruptions, and brand strategy shifts could pressure Deckers Outdoor's revenue, margins, and brand equity.

Catalysts

Designs, markets, and distributes footwear, apparel, and accessories for casual lifestyle use and high-performance activities in the United States and internationally.

• The UGG and HOKA brands have shown significant growth, with expectations to continue driving revenue increases through innovative product launches and expanding brand recognition globally. This will likely impact revenue growth positively.
  
• Deckers' focus on international expansion, particularly in APAC regions like China, and Europe is expected to continue driving substantial revenue improvements, as seen with UGG's and HOKA's current performance internationally.
  
• The continued investment in direct-to-consumer (DTC) operations and expansion into new markets with selective retail partnerships is expected to enhance margins by reducing reliance on wholesale channels and increasing full-price sales with higher-margin direct sales strategies.
  
• New product launches, such as HOKA's Bondi 9 and Clifton 10, and refreshed categories are aimed at maintaining brand heat and consumer engagement, which will support increased revenue and help manage inventory levels efficiently, thus improving net margins.
  
• Strategic management of brand equity, focusing on maintaining a pull model of demand which has led to strong full-price selling and reduced closeouts, is anticipated to sustain high gross and operating margins, ultimately bolstering earnings growth.

Deckers Outdoor Future Earnings and Revenue Growth

Assumptions

• Analysts are assuming Deckers Outdoor's revenue will grow by 9.5% annually over the next 3 years.
• Analysts assume that profit margins will shrink from 19.1% today to 16.9% in 3 years time.
• Analysts expect earnings to reach $1.1 billion (and earnings per share of $7.86) by about May 2028, up from $942.2 million today. However, there is a considerable amount of disagreement amongst the analysts with the most bullish expecting $1.2 billion in earnings, and the most bearish expecting $907.1 million.
• In order for the above numbers to justify the analysts price target, the company would need to trade at a PE ratio of 28.6x on those 2028 earnings, up from 18.9x today. This future PE is greater than the current PE for the US Luxury industry at 15.6x.
• Analysts expect the number of shares outstanding to decline by 0.58% per year for the next 3 years.
• To value all of this in today's terms, we will use a discount rate of 7.64%, as per the Simply Wall St company report.

Deckers Outdoor Future Earnings Per Share Growth

Risks

• The anticipated foreign currency exchange rate fluctuations present a potential risk, potentially affecting revenue recognition and leading to pressure on gross profit margins.
  
• The company's plan to phase out the Koolaburra brand involves winding down operations, which could result in short-term losses and impact revenue, though this is intended to focus on more significant growth areas.
  
• Potential supply chain disruptions and geopolitical tensions could affect inventory and delivery timelines, impacting revenue recognition and increasing operational costs.
  
• There are expectations of a more promotional and closeout environment in the upcoming quarters, which may lead to decreased gross margins due to higher discounting and inventory closeouts.
  
• The strength of the HOKA and UGG brands is partly due to a scarcity model, and any shift away from this could result in reduced gross margins and negative impacts on brand equity and long-term revenue potential.

Valuation

• The analysts have a consensus price target of $168.563 for Deckers Outdoor based on their expectations of its future earnings growth, profit margins and other risk factors. However, there is a degree of disagreement amongst analysts, with the most bullish reporting a price target of $246.0, and the most bearish reporting a price target of just $100.0.
• In order for you to agree with the analyst's consensus, you'd need to believe that by 2028, revenues will be $6.5 billion, earnings will come to $1.1 billion, and it would be trading on a PE ratio of 28.6x, assuming you use a discount rate of 7.6%.
• Given the current share price of $117.07, the analyst price target of $168.56 is 30.5% higher.
• We always encourage you to reach your own conclusions though. So sense check these analyst numbers against your own assumptions and expectations based on your understanding of the business and what you believe is probable.