Darn Tough Vermont Stockpiles Market Share – Up 22%
October 20, 2016
Massive gains in key categories drives unrelenting growth
Northfield, VT. (October 20th, 2016) – Darn Tough Vermont, the American manufacturer of the fastest growing collection of performance outdoor and lifestyle socks, continues to acquire market share through aggressive growth in multiple categories. With a formidable annual sales forecast, Darn Tough is seizing upon opportunities in the Lifestyle, Junior and Work markets.
The third quarter growth follows double-digit gains in the first two quarters of 2016, setting the Darn Tough brand further on its trajectory of seizing market share while pioneering extraordinary organic growth in new channels. With the trend of self-expression in socks and footwear persisting from the streets of New York to Silicon Valley, Darn Tough has seen an 187% increase in men’s lifestyle sock sales in Q3. Women’s lifestyle socks are up 30% for the brand and Junior socks are up 57%. The most significant gain is in a newer category for the brand as it expands into workwear market, up 213% for the third quarter and a staggering 854% for 2016-to-date.
Overall year-to-date, Darn Tough is up 21% with projections tracking toward an equally strong year-end. As temperatures drop, the company, which makes every sock in Northfield, Vermont, is positioned for the fall and holiday seasons, with abundant and immediate inventory ready to ship to retailers.
“The Darn Tough sales force is just that – darn tough. Every goal given is met, and often times exceeded, through perseverance and tenacity,” explains Ric Cabot, President and CEO of Cabot Hosiery Mill/Darn Tough Vermont. “Our brand story, our promise of uncompromised quality, and the original styles and bold patterns we’re bringing to market set us apart from other players in the category and are resonating with our retailers and our consumers.”
“As we continue to introduce new socks like our Vertex Running Series, alongside the exploding popularity of our Lifestyle, Junior, and Work lines, we are offering retailers a complete collection and consumers a complete quiver of socks from their favorite sock brand,” said Brian Brand, Marketing Director for Darn Tough. “It’s a win-win.”
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 six active wear categories including Ski/Ride, Hike/Trek, Run/Bike, Lifestyle, 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.
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