Deckers Outdoor Corporation
DECK · Consumer Cyclical
$84.58
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Lululemon's Comparable Sales Fell 9%. Can New CEO Heidi O'Neill Turn Things Around or Is the Brand Broken?
Lululemon reported its worst comparable sales result in modern history with a 9% decline in Q2, missing revenue expectations and slashing full-year guidance. New CEO Heidi O'Neill, a Nike veteran, takes over amid investor skepticism and founder criticism. The broader athletic apparel industry is also struggling, complicating the turnaround challenge ahead.
What's Wrong With Nike Stock?
Nike, the world's largest athletic apparel company, has seen its stock decline 79% from its all-time high and 35% over the past decade due to management missteps including cutting wholesale partnerships and over-reliance on legacy franchises. This allowed competitors like Hoka and Brooks to gain market share. Under new leadership, Nike is rebuilding wholesale relationships and focusing on innovation, with some positive signs emerging including a 4% wholesale increase in fiscal 2026, though a full turnaround remains uncertain.
Deckers' Expanding DTC Business Supports a Favorable Sales Mix
Deckers Outdoor Corporation's direct-to-consumer (DTC) business grew 13% to $352.8 million in Q1 fiscal 2027, significantly outpacing 2.2% wholesale growth. HOKA led the expansion with 17.3% revenue growth, while UGG contributed 5.7% growth. The stronger DTC channel mix helped expand gross margins by 60 basis points to 56.4%. Management projects continued significant DTC growth in fiscal 2027, with consolidated revenues expected between $5.86-$5.91 billion.
On Holding's DTC Growth Strengthens Its Premium Business Model
On Holding (ONON) reported strong direct-to-consumer (DTC) growth of 26% in Q2 2026, reaching a record 45.7% of total sales. The shift toward DTC, combined with full-price discipline, lifted gross margins by 390 basis points to 65.4% despite U.S. tariffs. The company expects DTC to outpace wholesale in H2 2026 and projects 2026 gross margins of at least 65%. However, ONON shares have declined 25.6% over three months and carry a Zacks Rank #5 (Strong Sell) rating.
Nike Just Hit a 12-Year Low. Is the Bottom Near?
Nike stock fell below $40 for the first time in 12 years, down 76% from its peak due to stalled revenue growth, margin compression, and competitive pressures. However, the company shows signs of potential recovery with expected gross margin expansion, renewed growth in running shoes and North America, and upcoming tariff refund benefits of $986 million.