Darn Tough Vermont Continues to Inhale Market Share with 27% Growth Year over Year
January 22, 2018
“Heck, it’s 28 degrees below zero up here. We know how to make socks!”
Northfield, VT. (January 22, 2018) – Darn Tough Vermont, the fastest growing American manufacturer of premium performance, outdoor and lifestyle socks, finishes off its 33rd straight quarter with double digit growth, exceeding the company’s goals for snatching market share. Driven by opening 291 new retail doors, continued investment with existing retail partners and a strong direct-to-consumer presence. The brand saw consistent and continual year-end increases across several categories.
“We continue to thrive here in Northfield, Vermont as we invest and reinvest in our brand, our business, and our people,” says Ric Cabot, Darn Tough Vermont and Cabot Hosiery Mills President and CEO. “We started from the ground up, and 14 years in we’re still seeing healthy double-digit year-over-year growth. We continue to grab market share within our core categories, but also within new markets. It’s clear that investing in our retail partners and our people in Northfield is winning within a marketplace where many brands are in decline.”
Darn Toughs willingness to unconditionally guarantee the comfort, durability, and fit of any sock it produces and its unwillingness to do it anywhere other than Northfield Vermont USA have earned the loyalty of consumers and retailers around the world. As distribution expands, Darn Tough remains committed to arming its retail partners with ample inventory and a wide variety of premium socks for any activity and every purpose.
Hike/Trek socks, the brand’s foundation, continue their assent, up 33% for both the quarter and the year.
Huge strides have been made in Run, up 12% for the year. The brand’s Fit & Fly retail program has been eagerly embraced and will only grow in 2018.
Lightweight yarns and increased breathability have pushed the Vertical category up 21% and 24% for the quarter and the year respectively, with an improved fit resonating for skiers and riders.
The brand’s Lifestyle collection steams ahead with an impressive 10% for the quarter and 13% for the year as designs and styles grow alongside market share for the category and consumers enjoy a light and luxurious feel.
Work category growth has seen and astounding 60% increase for the quarter and is up 47% year-over-year.
Hunt is seeing a similar sweep, up 16% for the final quarter and 40% for the year.
Kids still rule, with the Juniors collection wrapping the year with an energetic 13% increase.
About Darn Tough Vermont:
Darn Tough Vermont is an American manufacturer of premium, all-weather performance, 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 of socks includes Lifestyle, Hike, Running, Endurance, Vertical Ski/Ride, Bike, Hunt, Work and Juniors’ styles – all of which carry the industry’s only 100% 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 located in the Sock Capital of the World, Northfield Vermont. For more information about Darn Tough Vermont socks, please visit: www.DarnTough.com.
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