Mission Statement, Vision, & Core Values of Deckers Outdoor Corporation (DECK)

What drives a company that boasts record revenue and impressive growth? For Deckers Outdoor Corporation, a global leader in designing, marketing, and distributing innovative footwear, apparel, and accessories, the answer lies in its clearly defined mission, vision, and core values. In fiscal year 2024, Deckers achieved a record revenue of $4.29 billion, an 18% increase, and a diluted EPS that increased 51% to a record $29.16. How do these guiding principles translate into such remarkable financial performance and a strong market presence with brands like UGG and HOKA?

Understanding the mission, vision, and core values provides insight into the strategic direction and operational philosophy that have propelled Deckers to the forefront of the footwear and apparel industry. Are you curious to discover how these elements contribute to Deckers' success and shape its approach to product innovation, sustainability, and customer experience?

Deckers Outdoor Corporation (DECK) An Overview of

Founded in 1973, Deckers Outdoor Corporation has evolved into a global leader in designing, marketing, and distributing innovative footwear, apparel, and accessories. The company's portfolio includes several well-known brands catering to diverse consumer needs. As of April 2025, Deckers continues to drive growth through its commitment to quality, innovation, and strategic market expansion.

Deckers boasts a diverse range of products and services, primarily focusing on footwear designed for various activities and lifestyles. Their main product categories include:

• Performance Footwear: Engineered for specific sports and outdoor activities.
• Lifestyle Footwear: Combining comfort and style for everyday wear.
• Sandals and Casual Shoes: Offering comfort and versatility for warm-weather activities.
• Apparel and Accessories: Complementing their footwear lines with clothing and accessories.

In the fiscal year 2024, Deckers Outdoor Corporation achieved record-breaking financial results, demonstrating its strength and resilience in a dynamic market. The company reported a revenue of $4.288 billion, marking an increase of 16.2% compared to the previous year. Notably, HOKA brand sales grew by 27.9% to $1.808 billion, while UGG brand sales increased by 7.7% to $2.471 billion. These figures underscore the strong consumer demand and the effectiveness of Deckers' brand strategies.

Deckers Outdoor Corporation has demonstrated impressive financial performance in its latest reporting period. Some key highlights include:

• Record Revenue: Achieved $4.288 billion in revenue for fiscal year 2024, a 16.2% increase year-over-year.
• HOKA Brand Growth: HOKA brand sales increased by 27.9%, reaching $1.808 billion.
• UGG Brand Performance: UGG brand sales grew by 7.7%, totaling $2.471 billion.
• Gross Margin: The gross margin was 55.5% compared to 51.5%.
• Operating Income: Operating income was $767.6 million, resulting in an operating margin of 17.9%.
• EPS: Diluted earnings per share increased to $29.53.

As one of the leading companies in the footwear and apparel industry, Deckers Outdoor Corporation has established a strong reputation for innovation, quality, and customer satisfaction. To understand the factors driving Deckers' success and its strategic vision, continue reading here: Breaking Down Deckers Outdoor Corporation (DECK) Financial Health: Key Insights for Investors.

Deckers Outdoor Corporation (DECK) Mission Statement

Deckers Outdoor Corporation (DECK) is a global leader in designing, marketing, and distributing innovative footwear, apparel, and accessories. Founded in 1973, the company has grown from a single sandal brand into a multi-brand corporation with a presence in over 50 countries. Deckers is known for its popular brands such as UGG, Hoka, Teva, Sanuk, and Koolaburra.

Deckers' mission statement focuses on several key areas, including innovative footwear design, sustainable manufacturing, and premium consumer experiences. The company aims to build niche footwear lines into global brands with market leadership positions.

Deckers' mission is to positively impact the world by uniting purposeful brands with diverse people driven to succeed and create change. The company emphasizes innovation, sustainability, and ethical practices in its operations. Deckers is committed to ethical tax practices and does not engage in aggressive tax planning. The approach to taxation aligns with the Deckers Code of Ethics, which sets out the fundamental values guiding business conduct and compliance with legal and regulatory requirements.

Here's a breakdown of the core components of Deckers' mission statement:

• Product Innovation: Deckers prioritizes technological advancements and unique designs to create high-quality, comfortable styles for everyday use. The company focuses on developing innovative footwear that meets the needs of various activities, from casual lifestyle to high-performance sports.
• Global Brand Expansion: Deckers aims to build niche footwear lines into substantial global lifestyle brands. The company strategically extends its brands to appeal to a broader demographic, including men, women, and children.
• Sustainability and Social Responsibility: Deckers is committed to reducing its environmental impact through eco-friendly practices and sustainable materials. The company also supports various charitable organizations and community initiatives, reinforcing its dedication to social responsibility.
• Ethical Practices: Deckers adheres to relevant tax law and seeks to minimize the risk of uncertainty or disputes. The company is committed to ethical tax practices and does not engage in aggressive tax planning.

Deckers' commitment to its mission is evident in its financial performance and sustainability initiatives. In fiscal year 2024, Deckers reported a revenue increase of 18%, reaching a record $4.29 billion. The diluted EPS saw a remarkable rise of 51%, setting another record at $29.16. The company's success is attributed to the strong performance and market positioning of its HOKA and UGG brands.

Deckers has also implemented several initiatives to reduce its environmental impact, such as using recycled materials in its products and reducing its carbon footprint through energy-efficient practices. The company launched its 'Feet for a Better World' initiative to reduce its environmental impact and promote social responsibility.

Deckers' vision statement focuses on inspiring each employee to be their best self. The company empowers its people to live its values daily, fostering a thriving company culture.

The company's core values, which guide its journey and help hold it accountable to deliver on its purpose, include:

• Come as You Are: Deckers believes that authentic employees create an authentic company.
• Better Together: The company believes in the power of independent spirit, united for a common goal.
• Commit to Create: Curiosity fuels creativity, which in turn fuels innovation.
• Own It: Deckers sets high targets and takes accountability for its actions.
• Do Good and Do Great: The company acts with integrity and humility, believing that respect for each other and its communities drives a sustainable business.

Deckers' core values also include being kind, bold, honest, open, and courageous. These values align with the company's commitment to ethical behavior and legal compliance across its entire organization.

Deckers maintains a transparent, proactive, and constructive working relationship with HMRC, predominantly through meetings and correspondence. The company openly provides details to support the level of taxes paid and to demonstrate compliance with the relevant tax laws in a responsible manner.

For more insights into Deckers' financial strategies and performance, check out this analysis: Breaking Down Deckers Outdoor Corporation (DECK) Financial Health: Key Insights for Investors

Deckers Outdoor Corporation (DECK) Vision Statement of

As of April 2025, can provide an analysis of vision statement based on the latest available information and financial data. However, without direct access to the current official vision statement, it is possible to create a response based on the company's publicly stated goals, strategic initiatives, and overall performance.

Here's a breakdown of what a vision statement might encompass, combined with an analysis of recent performance:

Possible Components of a Vision Statement

A vision statement typically outlines what the company aspires to become in the future. For , this might include:

• Global Leadership in Footwear and Apparel:

To be recognized as a leader in innovative and comfortable footwear and apparel, appealing to a broad range of consumers.

Financial Context: In fiscal year 2024, achieved record revenues of $4.288 billion, reflecting a 16% increase on a constant currency basis. This indicates a strong growth trajectory and market acceptance of its products.

• Commitment to Sustainability and Responsibility:

To lead the industry in sustainable practices, ethical sourcing, and community engagement.

Sustainability Initiatives: might emphasize reducing its environmental footprint through the use of recycled materials, water conservation, and waste reduction. Specific goals might include reducing carbon emissions by a certain percentage by a specific year.

• Innovation and Product Development:

To continuously innovate and develop new products that meet the evolving needs and preferences of consumers.

R&D Investment: While specific R&D spending as a percentage of revenue may vary, likely invests a significant portion of its revenue in product development. For example, if R&D spending was 5% of the $4.288 billion revenue in 2024, that would equate to approximately $214.4 million.

• Customer Experience and Loyalty:

To provide exceptional customer experiences that foster brand loyalty and advocacy.

Customer Satisfaction: Key metrics might include Net Promoter Score (NPS) or customer retention rates. For instance, maintaining an NPS score above a certain threshold (e.g., 40 or 50) could be a key performance indicator.

• Employee Engagement and Development:

To cultivate a diverse and inclusive workplace where employees are empowered to grow and contribute their best.

Employee Metrics: might track employee satisfaction scores, retention rates, and diversity metrics to ensure it is meeting its goals for employee engagement and development.

Vision in Action: Strategic Alignment

A vision statement is not just aspirational; it should drive strategic decisions and resource allocation. likely aligns its strategic initiatives with its vision by:

• Investing in Marketing and Branding:

To reinforce its brand image and reach new customers. In 2024, Selling, General and Administrative expenses were 37.5% of net sales.

• Expanding into New Markets:

To grow its global presence and diversify its revenue streams. In 2024, international sales accounted for a significant portion of total revenue, demonstrating its global reach.

For more insights into investor profile, you might find this resource helpful: Exploring Deckers Outdoor Corporation (DECK) Investor Profile: Who’s Buying and Why?

Deckers Outdoor Corporation (DECK) Core Values of

While specific, formally published core values for Deckers Outdoor Corporation are not readily available, we can infer key values from their actions, strategic priorities, and public statements. These inferred values reflect a commitment to innovation, sustainability, inclusivity, and customer satisfaction.

Innovation:

Innovation is central to Deckers' success, driving product development and market leadership. The company consistently invests in research and development to create new products and improve existing ones. For instance, Deckers' commitment to innovation is evident in its continuous development of new footwear technologies and designs. This focus extends beyond just product features to include sustainable practices and materials, appealing to environmentally conscious consumers. This constant drive for improvement helps Deckers maintain a competitive edge and meet evolving consumer demands.

Examples of Deckers' commitment to innovation include:

• Investing in research and development to create new footwear technologies.
• Developing sustainable materials and manufacturing processes.
• Introducing new designs and product lines that cater to changing consumer preferences.

Sustainability:

Deckers demonstrates a commitment to sustainability through various initiatives aimed at reducing its environmental impact and promoting responsible business practices. In its 2024 Fiscal Year Impact Report, Deckers highlighted several sustainability achievements, including reducing its Scope 1 and 2 greenhouse gas emissions by 34.2% compared to the 2019 baseline. Additionally, 100% of the electricity used in its owned and operated facilities was sourced from renewable energy. Deckers also emphasizes the use of recycled, renewable, and regenerative materials in its products and packaging. For example, they are working to increase the use of plant-based and recycled materials in their UGG and Hoka brands. Furthermore, Deckers is committed to ethical sourcing and fair labor practices throughout its supply chain, ensuring that its products are made in safe and respectful working conditions.

Examples of Deckers' commitment to sustainability include:

• Reducing greenhouse gas emissions in its operations.
• Sourcing renewable energy for its facilities.
• Using recycled and sustainable materials in its products.
• Promoting ethical sourcing and fair labor practices.

Inclusivity:

Deckers is dedicated to fostering a diverse and inclusive workplace where all employees are valued and respected. This commitment is reflected in its hiring practices, employee development programs, and community engagement initiatives. Deckers strives to create an environment where individuals from all backgrounds can thrive and contribute to the company's success. The company also supports various organizations and programs that promote diversity and inclusion in the broader community. Deckers' focus on inclusivity extends to its marketing and product development efforts, ensuring that its brands resonate with a wide range of consumers.

Examples of Deckers' commitment to inclusivity include:

• Implementing diverse hiring practices.
• Offering employee development programs that promote inclusivity.
• Supporting organizations that advance diversity and inclusion.
• Creating marketing campaigns that appeal to a broad range of consumers.

Customer Satisfaction:

Deckers places a high priority on customer satisfaction, aiming to provide exceptional products and services that meet and exceed customer expectations. The company actively seeks customer feedback to improve its offerings and ensure that its brands remain relevant and appealing. Deckers also invests in customer service training and technology to provide responsive and helpful support. This focus on customer satisfaction is integral to building long-term brand loyalty and driving repeat business. Deckers strives to create a seamless and enjoyable shopping experience for its customers, whether they are purchasing products online or in stores.

Examples of Deckers' commitment to customer satisfaction include:

• Actively seeking and responding to customer feedback.
• Investing in customer service training and technology.
• Providing a seamless and enjoyable shopping experience.
• Building long-term brand loyalty through exceptional products and services.