The North Face Grows 4% in VF’s Second Quarter as CEO Says the Brand Can Double

VF Corp’s biggest brand is still moving in the right direction. The North Face grew sales 4% in the second quarter of VF’s fiscal 2027 and posted much stronger numbers in the Americas. CEO Bracken Darrell said on the earnings call that the brand’s strength gives him the conviction that it can double over time. He set no timeline, but the quarter offers evidence for his argument, including a new US ski team deal and a teen-brand ranking. It comes at a time when VF’s other big brand, Vans, remains in recovery.

The numbers

VF reported second-quarter results on Wednesday 28 October for the quarter ended 26 September. The North Face’s sales grew 4.3% to $1.21 billion, 4% on a currency-neutral basis. VF had guided to roughly flat sales, and the beat was partly due to wholesale orders arriving earlier, shifting volume from the third quarter into the second. Stronger direct-to-consumer execution in the Americas also helped.

Regional performance varied. The Americas rose 8%, EMEA 2% and Asia-Pacific 1% in the quarter. For the six months, the brand grew 5%. CFO Abhishek Dalmia credited bottoms, transitional jackets and double-digit footwear growth. Management said footwear grew double digits globally and in every region, driven by Clyffe, ThermoBall and Altamesa. A reversible Nuptse was also highlighted as a product to watch.

The earlier shipments mean the third quarter may be softer. VF guided The North Face and Timberland to each grow 4% or better in the third quarter. For the full year it expects mid-single-digit growth at The North Face.

“Double The North Face over time”

Darrell’s most notable comment came with no timetable. He said the power of the brand gives him conviction that The North Face can be doubled over time. He laid out a framework of five routes to growth: growing the category, taking market share, entering new categories, elevating the brand, and opening new markets and channels. He said all are relevant at The North Face. He has also described a pyramid. Product at the $60–70 level is very affordable, and pricier premium interpretations of core garments sit above it.

The ambition builds on earlier remarks. In May, Darrell said the company was laying a lot of groundwork to double sales, but declined to commit to a timeframe. The North Face’s fiscal 2026 revenue was $4.01 billion, up 5% at constant currency. On that base, doubling would mean about $8 billion. That is my arithmetic, not a company target.

Brand heat is part of the case. Darrell noted that The North Face ranked as a top 10 athletic clothing brand in Piper Sandler’s 2026 teen survey for the first time in three years.

The U.S. Ski & Snowboard deal goes live

On the slopes, a high-profile partnership starts this season. In May, The North Face announced an eight-year deal as Official Performance Apparel Partner of U.S. Ski & Snowboard, covering competition outerwear for athletes, coaches and staff across 11 disciplines. It replaces Kappa from the 2026–27 season. The Kappa deal was announced in 2022 and was initially slated to run to 2032. The brand is also launching a commercially available collection inspired by the teams from Fall 2026. On the call, management said the partnership is live. It includes athlete support through the 2030 Olympics and 2034 events.

The wider VF picture

The North Face’s growth matters because it is carrying a company in transition. VF’s overall revenue fell 4% to $2.70 billion in the quarter, which still beat guidance. The decline reflects last year’s sale of Dickies. Excluding that, revenue grew 1%, ahead of the flat guidance. Timberland grew 4% to $525.9 million, and Vans declined 9.8%. Altra, the running brand, grew more than 40%.

VF Corporation Beats Guidance in Q2 as The North Face Grows and Vans Falls 10% +3

VF reaffirmed its fiscal 2027 outlook: revenue up 2% or better, an adjusted operating margin of about 8% and free cash flow of at least $515 million. Management is also targeting an operating margin of 10% or better by fiscal 2029. Investing.com’s headline said shares fell premarket after the report, even with the beat, which suggests investors want proof that The North Face’s momentum can last.

Closing thoughts

Doubling a $4 billion brand is a long-term ambition, and growth of 4% is far from that pace. But The North Face now has a story that fits Darrell’s argument. It has a recovering Americas business, footwear in double-digit growth, a young audience and a new place on the US ski team. The test comes in the winter quarters that lie ahead, when outerwear is the main attraction and the brand has to show that its momentum extends beyond a single beat.