Sanuk Will Launch Lifestyle Sneakers in 2027
The footwear brand plans to expand into new markets and open three California stores by 2027.
Updated on Oct. 7, 2026 in Retail
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Following its acquisition by Lolë Brands in August 2024, Sanuk intends to launch a lifestyle sneaker line and open three new retail locations in California by 2027. The expansion aims to pivot the brand toward year-round relevance.
Why it matters
By introducing closed-toe footwear and targeting a younger demographic, the brand seeks to extend its market presence beyond the traditional spring-summer peak season. This shift is supported by recent double-digit growth across both digital and wholesale channels.
Sanuk reported a 58 percent year-over-year revenue increase, with digital business growing 62.7 percent and wholesale rising 44 percent. The brand also saw a 520 basis point increase in gross margin year-over-year.
The players
Sanuk
A footwear brand known for its comfort-oriented designs that recently established a new office in Manhattan Beach, California.
Lolë Brands
The parent company that acquired Sanuk from Deckers Brands in August 2024.
Deckers Brands
The former owner of Sanuk which finalized the sale of the brand in August 2024.
The details
The brand is developing new sneakers featuring comfort-focused materials such as beaded foam Bubblecrush and Yoga Mat footbeds. To reach consumers aged 21 to 24, Sanuk is initiating collaborations with various TikTok influencers.
Timeline
Lolë Brands acquired Sanuk from Deckers Brands in August 2024.
Sanuk plans to launch new lifestyle sneakers in 2027.
The brand will open at least three new stores in California during 2027.
Market Landscape
Sanuk's strategy follows a broader industry move where beach-centric footwear labels are diversifying into year-round lifestyle sneakers to compete with major athletic apparel brands. This pivot helps the company capture a younger demographic while reducing reliance on seasonal sales cycles.
Consumers in California can expect new retail locations to appear in areas including San Diego and Orange County by 2027. Shoppers looking for comfort-focused footwear will soon have access to new closed-toe sneaker options as the brand expands its product lineup.
The takeaway
The move demonstrates how established niche brands are using influencer partnerships and product diversification to reach younger audiences. Consumers interested in brand trends should keep an eye on these retail footprints as they signal where the company is focusing its physical presence.
Further reading
For more on industry shifts, visit the Retail section.
Source note: This article includes information reported by WWD.
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