With Massive Strides in Endurance and Run, Darn Tough Remains on Pace for Record Holiday Season
October 30, 2017
- Rapid acceptance in new markets and availability of a wider assortment of socks drives multi-category growth -
Northfield, VT. (October 30, 2017) – Darn Tough Vermont, the fastest growing American manufacturer of premium performance outdoor and lifestyle socks, continues to outpace forecasts with profound growth across all categories. The brand claims a 32 percent increase for the third quarter, year-over-year, spurred by the addition of nearly 100 new retail partners, increased brand awareness nationwide and product development within key categories. In anticipation of strong winter and holiday season, preseason bookings have the brand poised for a vigorous year-end.
“By staying true to the Darn Tough promise, offering the most comfortable, durable, best-fitting sock, without compromise, our socks are rapidly gaining acceptance within new spaces and by new consumers. And existing consumers are adding more styles and new designs and to their sock drawers as our retail partners add new categories to their assortment to meet consumer demand,” explains Ric Cabot, Darn Tough Vermont and Cabot Hosiery Mills President and CEO.
By the Numbers: Category Growth
Launched in July, the newly redesigned Endurance collection truly went the extra mile and crushed projections by posting a 41 percent increase. Immediate adoption in the fitness space validates a growing assortment of socks with more performance and protection to complement the Vertex Run collection. Picking up speed within specialty retail, the Vertex Running collection is also up 41 percent earning placement within new accounts across the country.
While excitement surrounds the newer collections, Darn Tough’s cornerstone collection, Hike/Trek, continues to grow – 37 percent this quarter – as more people are introduced to the brand through new designs, patterns and styles at retail partners. Predicting a snowy winter with favorable conditions, preseason bookings of the Vertical (Ski/Ride) sock collection are strong and up 27 percent.
With a 75 percent increase, retailers are seeing opportunity in the brand’s Work category. New retailer doors and a tried-and-true product offering mean Darn Tough socks are being found, purchased and worn by those consumers whose jobs demand the best gear.
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 of socks includes Lifestyle, Hike, Running, Endurance, Vertical Ski/Ride, Bike, Hunt, Work and Kids’ 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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