By Nicholas G. Miller

VF Corp recorded one of its strongest quarters in over three years in its Americas region, a focus for the company's recent turnaround efforts, driven by its North Face and Timberland brands.

However, Vans continued its multi-year struggles, with sales falling 10% on a constant currency basis in its fiscal third quarter. While online traffic for Vans rose, store traffic is still down, the company said.

VF projected sales for the brand to fall by mid-single digits in its fiscal fourth quarter.

"Physical traffic is much tougher to get rolling and I think it's going to take us longer," said Chief Executive Bracken Darrell.

VF also said it has incurred $40 million in unmitigated tariff impacts in the third quarter.

Shares fell 8.8% to $18.49 in early trading and are down 31% over the past 52 weeks.

"I feel just very, very good about Vans. But we're going to be patient. We're not going to push it," Darrell said. "You don't want to force a turnaround early. You want to let it develop and we are letting it develop."

The company said that in the fourth quarter it would see a benefit from higher prices, helping it offset tariff costs that had gone unmitigated in the third quarter.

The apparel company on Wednesday reported earnings of 76 cents a share for the quarter ended Dec. 27, up from 43 cents the year prior.

Adjusted earnings, excluding the Dickies brand that VF sold in November, were 58 cents a share. Analysts polled by FactSet projected 45 cents a share.

Revenue rose to $2.88 billion, up from $2.83 billion the year prior. Analysts polled by FactSet expected $2.75 billion. The North Face and Timberland each grew 5% on a constant dollar basis.

In the quarter, all of North Face's product categories saw sales growth, with performance apparel and footwear recording double-digit growth.

The company guided for fourth-quarter revenue to be flat to up 2% on a constant-dollar basis.

Write to Nicholas G. Miller at nicholas.miller@wsj.com.

(END) Dow Jones Newswires

January 28, 2026 10:23 ET (15:23 GMT)

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