Does HOKA’s Surge Among Affluent Women Mark a New Phase for Deckers Outdoor (DECK)?

• Earlier this week, Deckers Outdoor reported first quarter revenues up 16.9% year over year, driven by robust growth from its HOKA and UGG brands that exceeded analyst expectations by 7.2%.
• An intriguing detail from the report is HOKA’s accelerating brand appeal among affluent female consumers, with notable positioning gains in the running sneaker category.
• We'll explore the impact of HOKA’s strong brand performance on Deckers Outdoor's previously established investment narrative.

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Deckers Outdoor Investment Narrative Recap

Being a shareholder in Deckers Outdoor means backing continued demand for its premium brands, especially HOKA and UGG, and trusting in their ability to sustain brand strength amid changing consumer patterns. The latest Q1 results reinforce the importance of HOKA’s rising popularity; however, despite sales beating expectations, a short-term catalyst like brand momentum is not meaningfully changed, nor is the biggest current risk, margin pressure from a more promotional retail environment. Amid strong quarterly earnings growth, the company’s increased buyback authorization in May 2025 stands out. This move follows ongoing share repurchases and communicates confidence in the underlying business, even as the market frets over near-term pressures like discounting and inventory closeouts. Yet, before assuming Deckers is immune, keep in mind that...»

Read the full narrative on Deckers Outdoor (it's free!)

Deckers Outdoor's outlook anticipates $6.5 billion in revenue and $1.1 billion in earnings by 2028. This assumes annual revenue growth of 8.5% and an earnings increase of about $110 million from current earnings of $989.7 million.

Uncover how Deckers Outdoor's forecasts yield a $126.77 fair value, a 27% upside to its current price.

Exploring Other Perspectives

Fair value estimates from 21 Simply Wall St Community members for Deckers Outdoor range widely, from US$74.68 to US$168.91 per share. While many see brand-driven growth potential, others spotlight possible pressure from a rising promotional retail environment, underlining why careful due diligence can shape different outlooks.

Explore 21 other fair value estimates on Deckers Outdoor - why the stock might be worth as much as 69% more than the current price!

Build Your Own Deckers Outdoor Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Deckers Outdoor research is our analysis highlighting 5 key rewards that could impact your investment decision.
• Our free Deckers Outdoor research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Deckers Outdoor's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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