How The North Face, Vans and Timberland are trying to transform their businesses in 2026

This story was first published by Digiday sibling Modern Retail.

Apparel and outdoors giant VF Corp is revealing more details of its growth playbooks for three of its core brands: The North Face, Vans and Timberland.

The company, which recently reported a 2% rise in revenue for its second fiscal quarter, knows it’s at a crossroads as 2026 gets underway. Two of its brands — The North Face and Timberland — have managed to hold onto gains. Meanwhile, Vans — once VF Corp’s top-performing brand — has struggled with muted demand. This last quarter, Vans reported a 9% drop in year-over-year revenue — progress over other quarters, but still not where the company would like to be. Meanwhile, VF Corp just sold Dickies for $600 million, a decision it hopes will help drive shareholder returns.

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