Prolific category increases empower retailers with high margins, strong sell-through
Northfield, VT. (April 20, 2017) – Darn Tough Vermont, the fastest growing American manufacturer of premium performance outdoor and lifestyle socks, is proud to announce that its multi-quarter growth run continues with first quarter revenue up 28 percent year-over-year. The company’s impressive increases across all categories are a clear indicator that the brand’s unconditional lifetime guarantee and Vermont, USA-based manufacturing continues to resonate with consumers demanding quality socks.
“From day one we refused to cut corners, building socks in Northfield, Vermont with a maniacal focus on uncompromised comfort, durability and fit. 13 years ago, people told us that the world didn’t need another premium sock brand but Darn Tough’s continued double-digit, year-over-year growth speaks for itself. And that’s because our socks speak for themselves. Every one of our socks is created with the specific needs of the end consumer in mind and with each design we continue to evolve, building on the same focus that launched the Darn Tough brand,” said Ric Cabot, Darn Tough Vermont and Cabot Hosiery Mills president and CEO.
Darn Tough Vermont’s outstanding growth reflects the brand’s dedication to crafting end-use specific socks that not only exceed consumer expectations, but also redefine what socks can and should offer. The brand’s Hike collection – up 47% – has long been recognized for its ability to effortlessly take on any adventure, from the grit of a 2,200 mile thru-hike to the everyday grind. Equally at home on the trail or in town, Darn Tough’s legendary performance makes any Hike style an incredibly worthy and comfortable go-to sock.
This methodic approach to end-use specific design is also brought to life in the company’s Vertical Ski/Ride category – up 21%. With an emphasis on unrivaled fit and season-after-season durability, Darn Tough Vermont’s Ski/Ride socks have been met with equal excitement from retailers and consumers who are tired of their socks failing after one winter.
The Lifestyle category – driven by the men’s collection, up 21% – leads with fresh colorways and patterns that continue to outperform and outlast the competition. Coupled with the Juniors offering – up 89% – Darn Tough’s Hike and Lifestyle collection offer socks for every activity and every family member.
Personnel and Infrastructure Growth
Darn Tough Vermont welcomed Lance Pitcher as the new Marketing Campaign Manager. As the former point person for content at Burton, Pitcher brings 20 years of agency, editorial and brand experience developing compelling content for, and driving engagement around, in-store, social media and e-commerce platforms for outdoor, lifestyle brands. “Coming out of a wildly successful year, we’re excited to have Lance with us to lead campaign development and activations across all dealer and consumer touchpoints. His talent will continue to help us raise awareness around Darn Tough’s one-of-a-kind story while driving sell-through,” Brian Brand, marketing director at Darn Tough Vermont.
In addition, the Vermont-based sock company continues ramping up infrastructure and operational improvements in manufacturing and logistics as well as improved customer service and supply chain leadership. This growth is driving faster DC turnaround, ensuring that Darn Tough is leading in retail delivery and turn times in order to be the strongest possible partner for retailers, distributors and consumers.
About Darn Tough Vermont:
Darn Tough Vermont is an American manufacturer of premium, all-weather outdoor and lifestyle socks for every activity and every day. The company offers both Specialty and Tactical product lines. Darn Tough Vermont’s Specialty line offers footwear in several activewear categories including Lifestyle, Hike, Run, Endurance, Vertical Ski/Ride, Bike, Hunt, Work and Kid’s styles – all of which carry the industry’s only unconditional lifetime guarantee.
Darn Tough’s product is distinguished from industry competitors by 100 percent USA manufacturing; exceptional comfort, durability and fit; True-Seamless™ technology; and an exclusive blend of either ultra-fine, premium Merino wool or Coolmax®/Thermolite®. Founded by Ric Cabot in 2004, a third-generation sock maker, Darn Tough Vermont operates out of Cabot Hosiery Mills. For more information about Darn Tough Vermont socks, please visit: www.DarnTough.com.
# # #