Deckers Outdoor Reports Mixed Second Quarter Sales

The company sees overall revenue growth despite a decline in direct-to-consumer performance.

Updated on Oct. 23, 2026 in Retail

Isometric editorial illustration of stacked shipping boxes, representing corporate inventory and distribution processes. — Deckers Outdoor posted a 3.5% net sales increase for the second quarter of 2026, though direct-to-consumer revenue fell by 1.8%. AI Illustration. Upload story photo >

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Do you prefer brands to maintain full-price discipline rather than offering frequent sales?

Deckers Outdoor reported a 3.5% increase in net sales to $1.481 billion for the quarter ending September 30, 2026. However, the company experienced a 1.8% drop in direct-to-consumer sales, totaling $387.5 million.

Why it matters

Management prioritized margin preservation and full-price discipline over short-term revenue to navigate challenges. The company also faced headwinds from shipment delays caused by a third-party logistics transition in the EMEA region.

Overall net sales rose 3.5% to $1.481 billion, while wholesale sales grew 5.5% to $1.093 billion. Diluted earnings per share increased 27% to $2.31, supported by $87.9 million in net tariff refunds received through October 8.

The players

Deckers Outdoor

This global footwear and apparel company manages a portfolio of brands including UGG and HOKA.

The details

Increased promotional activity in the U.S. athletic footwear market hindered e-commerce results. Additionally, approximately $22 million in sales were negatively impacted by logistics-related shipment delays during the period.

The second fiscal quarter concluded on September 30, 2026.
Tariff refunds and interest were calculated through October 8, 2026.
The company held its earnings call on October 22, 2026.
Fiscal year 2027 will conclude on March 31, 2027.

Market Landscape

Deckers Outdoor follows a broader industry trend of prioritizing margin preservation and full-price discipline over aggressive promotional activity. This strategy positions the company against competitors who continue to rely heavily on volume-based discounting to drive sales.

Customers may notice shifts in promotional availability as the company focuses on maintaining full-price selling. The company's logistics adjustments in overseas regions aim to improve delivery consistency for shoppers moving forward.

The takeaway

Investors should monitor how the company balances its wholesale growth with the performance of its direct-to-consumer e-commerce channels. Maintaining a disciplined pricing strategy remains a key indicator of the company's long-term profitability goals.

What happens next

Deckers anticipates full-year 2027 net sales between $5.7 billion and $5.725 billion, with diluted earnings per share projected between $7.80 and $7.95 by the close of the fiscal year on March 31, 2027.