Deckers Q4/FY26 Deep Dive
$DECK
Deckers ended FY26 with a better-than-guidance Q4. Currency also provided some tailwind to the reported numbers. International continued to carry almost all the growth, while reported U.S. sales were flattish at the group level.
The revenue guide for FY27 looks decent, but margins look soft. Similar to
$ONON, Deckers is stepping up investments in marketing, people, technology and DTC. So FY27 operating profit is likely broadly flat, with most/all of the guided EPS growth coming from buybacks.
One important context: Q4 is a smaller quarter for Deckers. It was only ~20% of FY26 sales. UGG is still heavily fall/winter/holiday skewed, so the biggest quarter is not Q4. That said, Q4 still matters because it gives us a cleaner read on HOKA, international growth, gross margins and the FY27 setup.
Q4 revenue grew 9.6% YoY to $1.12bn, but constant-currency growth was 7.7%, so FX helped by ~190 bps at the company level.
HOKA, now 47% of FY26 sales, grew 14.5% to $671m. UGG, ~50% of sales, grew 9.2% to $409m. Other brands fell 35.6%, mainly due to portfolio cleanup.
By channel, DTC grew 13.2%, faster than wholesale at 7.1%. DTC is now ~41% of FY26 sales.
By geography, the divergence remained sharp: Domestic sales were almost flat at 0.3%, while International grew 25.5% (probably 20%-21% ex-FX). Management did clarify that both HOKA and UGG grew in the U.S., and the reported Domestic number was muted by discontinued brands like Sanuk/Koolaburra. Still, the main point stands: the U.S. is no longer the growth engine at the group level. International is doing the heavy lifting (most of the lifting).
Gross margin was good: 90 bps YoY to 57.6%. Drivers were full-price selling across HOKA and UGG, favourable FX, lower freight and some product/channel mix benefit, partly offset by tariffs.
SG&A grew ~20% YoY to 43.6% of sales versus 39.7% last year, broadly in line with guidance. The increase was driven by marketing, technology and brand-building expenses, with some expenses pulled forward to set up FY27.
Since SG&A grew much faster than gross profit and sales, EBIT was down ~10% YoY. Net income was also down ~10%. EPS was down only 4%, from $1.00 to $0.96, because of buybacks.
I would not read the EPS decline as demand weakness. The quarter was: decent revenue, very good gross margin, but elevated expense timing.
HOKA delivered its largest quarter ever at $671m and grew 14.5% YoY. Deckers did not disclose HOKA constant-currency growth separately, but since company-level growth went from 9.6% reported to 7.7% constant currency, FX clearly helped the reported number.
The brand is now growing closer to the company’s long-term HOKA framework of low-double-digit growth.
Management said HOKA saw “continued healthy gains in the U.S.”, but the bigger picture is that HOKA is now a more mature U.S. brand and a faster-growing international brand. The company expects mid-single-digit HOKA growth in the U.S. versus double-digit growth internationally.
Deckers also said six HOKA franchise families now generate over $100m of annual revenue, with three more close to that level. That is important because it reduces single-shoe dependency and gives the brand more segmentation: performance, lifestyle, premium/pro versions and channel-specific assortment.
The comparison with
$ONON is interesting. HOKA is now a $2.6bn sales brand, while ONON is roughly ~$3.9bn. Yet ONON is growing 2x (ex-fx) despite being 50% larger than Hoka.
On said U.S. awareness crossed 30% for the first time. HOKA, by comparison, is already around 60% awareness in the U.S., 40% in Europe and 30% in China. So HOKA has a much more mature U.S. awareness base, while ONON still has a longer U.S. awareness runway.
So HOKA is doing fine, but it needs to maintain low-double-digit growth through international expansion, better lifestyle penetration and deeper franchise segmentation.
UGG grew 9% in Q4 to $409m, above expectations, helped by extended selling of fall products, especially in DTC.
This brand keeps surprising positively and continues to grow faster than the company’s long-term guidance. But it is still a fashion/lifestyle brand, so one has to be careful. UGG has historically gone through phases of high growth and no growth.
The company’s long-term outlook for UGG is mid-single-digit growth.
The key thing Deckers is trying to do is make UGG less seasonal. It is no longer just a winter boot brand. Management is pushing sneakers, sandals, clogs, slippers, apparel and accessories. Lowmel and Golden were major growth drivers in FY26, and men’s also contributed meaningfully. But despite all of it, it does remain a low growth brand.
FY26: very good year, but clear international skew
For FY26, Deckers revenue grew ~10% (Hoka 16%, UGG 8%) to $5.47bn, or 9.0% constant currency. EBIT grew 7%, lower than sales growth because of higher marketing and brand investments. EPS grew 11% to $7.02, helped by a lower diluted share count.
Wholesale grew 12.3%, faster than DTC at 6.3%. Domestic revenue was 0.2%, while International grew 26.8%.
Again, the domestic/international split is the main point. U.S. is clearly no longer the same engine it was during the early HOKA ramp. The incremental growth story is now international.
Gross margin for the year was 57.7%, down just 20 bps. That is impressive because tariffs were an ~80 bps headwind, mostly offset by underlying margin expansion from product mix and lower freight.
FY26 operating margin was 23.1%, still best-in-class for a footwear/apparel company.
Deckers also generated over $900m of FCF for the third consecutive year, ended with $1.9bn cash, had no borrowings, and repurchased $1.075bn of stock during the year. The board also increased the buyback authorization by $3.5bn, taking the total outstanding authorization to around $5bn.
FY27 guide: revenue okay, margins not so much
FY27 revenue guidance is $5.86–5.91bn, implying 7–8% growth. HOKA is expected to grow low-double-digit, UGG mid-single-digit.
Gross margin is guided to ~56.5%, down from 57.7%, mainly due to higher freight, Middle East shipping disruption, material upgrades, inflation and tariffs.
SG&A is also guided to delever to ~35% of sales. The investment areas are marketing, people, technology and DTC, including global HOKA retail expansion.
Operating margin guidance is 21.5% versus 23.1% in FY26. On the guided revenue base, that implies operating profit is broadly flat YoY.
EPS guidance is $7.30–7.45, implying ~5% growth. Given operating profit is likely flat, all of this EPS growth comes from buybacks. The company said FY27 EPS guidance assumes repurchases equal to around 80% of projected FCF.
Comparing with
$ONON, gross margin guidance was much stronger for ONON and was upgraded, while Deckers’ gross margin is guided down. Deckers still has much higher operating profitability today, but the margin gap should narrow a bit as ONON scales and Deckers absorbs FY27 investment/cost pressure.
FY28–30 framework
Deckers also provided a medium-term framework: high-single-digit revenue growth, low-double-digit HOKA growth, mid-single-digit UGG growth, low-20s operating margin and low-double-digit EPS growth with continued buybacks.
The revenue framework is comforting because it suggests the company still sees durable growth across both brands. But I do not see a lot of margin expansion from here. A meaningful part of EPS growth can come from buybacks, so the real debate is whether HOKA can sustain low-double-digit growth and whether UGG avoids a fashion rollover.
Valuation
At ~$100, Deckers trades at ~13.5x FY27 EPS. That looks quite attractive for a business with two scaled premium brands, high gross margins, net cash, strong FCF and large buybacks.
Assuming ~12% EPS growth in the medium term, the PEG is around 1.1x.
Multiple re-rating probably requires the company to keep outperforming estimates, especially on HOKA growth and gross margins. But at this valuation, downside does not look very high unless HOKA slows materially or UGG rolls over.