VRANasdaqLeather & Leather ProductsUS GAAP · USD

Vera Bradley, Inc.

Vera Bradley, Inc. is a U.S.-based lifestyle company that designs and markets women’s handbags, luggage, travel items, fashion and home accessories, and gifts. The company operates through two brands, Vera Bradley and Pura Vida, and sells through company-owned stores, e-commerce, wholesale partners, and licensing channels.

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Revenue270m USD
−27.5 %y/y
Operating profit (EBIT)-31.9m USD
+24.7 %y/y
EBIT margin-11.8%
−0.4 ppy/y
Net income-47.8m USD
+23.1 %y/y
Free cash flow-13.3m USD
+45.8 %y/y

Fiscal year 2026 · change from previous year

Development 2021–2026

-2000200400600m USD2021: 468 m USD2021: EBIT 13 m USD20212022: 540 m USD2022: EBIT 27 m USD20222023: 500 m USD2023: EBIT -95 m USD20232024: 471 m USD2024: EBIT 10 m USD20242025: 372 m USD2025: EBIT -42 m USD20252026: 270 m USD2026: EBIT -32 m USD2026270-32
RevenueOperating profit (EBIT)
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Business

Share of revenue
Vera Bradley handbags and travel45 %

Core branded handbags, luggage, and travel goods sold under the Vera Bradley name.

Vera Bradley accessories and gifts20 %

Fashion accessories, home items, and gift-oriented merchandise under Vera Bradley.

Pura Vida jewelry and lifestyle25 %

Bracelets, jewelry, apparel, and other lifestyle accessories sold under Pura Vida.

Wholesale and indirect distribution7 %

Sales to specialty retail, department stores, national accounts, and e-commerce partners.

Licensing and royalties3 %

Brand licensing arrangements that generate royalty income for Vera Bradley.

Products

Reported · share of revenue
45.2%26.9%12.9%FY2026100 %
  • Bags45.2 %
  • Travel26.9 %
  • Accessories12.9 %
  • Home8.0 %
  • Other Products3.8 %
  • Apparel Footwear3.2 %

Source: 10-K FY2026, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.

Customers

The company sells primarily to women and gift buyers who are drawn to colorful, design-driven accessories and affordable lifestyle products. Its customer base spans direct-to-consumer shoppers, wholesale retail customers, and brand fans who engage through stores, e-commerce, and social media. Pura Vida also reaches digitally native consumers and younger lifestyle buyers through online and experiential marketing.

Vera Bradley direct shoppers

Buy through full-line stores, outlet stores, and Vera Bradley e-commerce for handbags, travel, and gifts.

Vera Bradley wholesale and retail partners

Specialty retailers, department stores, national accounts, and third-party e-commerce sites buy branded product for resale.

Pura Vida digital consumers

Shop bracelets, jewelry, apparel, and lifestyle accessories through the Pura Vida website and retail stores.

Pura Vida wholesale customers

Wholesale retailers and department stores buy Pura Vida-branded products for distribution to end consumers.

Licensing and royalty partners

Partners use the Vera Bradley brand under license, generating royalty revenue.

Strategy

The company is focused on sharpening brand positioning, improving the omnichannel customer experience, and making its store and outlet formats more productive. It is also simplifying operations and reallocating resources toward product innovation, customer engagement, and more efficient execution across both brands.

Sharpen brand focusShort term

Clearer brand positioning supports stronger customer recognition and more consistent merchandising.

Omnichannel executionShort term

Aligning stores, e-commerce, and marketing improves conversion and customer retention.

Outlet 2.0Medium term

A better outlet model can improve traffic, brand presentation, and store productivity.

Operating model simplificationMedium term

Lower complexity can improve speed, accountability, and cost discipline.

Geography

Vera Bradley is headquartered in the United States and generates most of its business there through stores, websites, and wholesale channels. Its Vera Bradley stores are all U.S.-based, while Pura Vida also sells primarily in the U.S. through e-commerce, wholesale, and a small retail footprint. The international website provides some cross-border reach, but the business remains heavily concentrated in the U.S. market.

Risks

The business is exposed to fashion and demand risk because its products depend on brand appeal, seasonal gifting patterns, and consumer discretionary spending. It also faces execution risk from e-commerce operations, third-party manufacturing, tariffs, and supply chain disruption, all of which can affect availability, costs, and customer experience.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Consumer discretionary slowdown1E-commerce and cybersecurity disruption2Manufacturing and sourcing disruption3Tariff and trade policy exposure4Brand and assortment execution5
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Consumer discretionary slowdownImpact: HighLikelihood: High

    The product set is discretionary and sensitive to confidence, inflation, and spending trends.

    ExposureRetailE-commerceWholesale demand
  2. E-commerce and cybersecurity disruptionImpact: HighLikelihood: Medium

    Online sales depend on website uptime, third-party systems, and secure customer data handling.

    ExposureVerabradley.comOutlet.verabradley.comInternational.verabradley.comPuravidabracelets.com
  3. Manufacturing and sourcing disruptionImpact: HighLikelihood: Medium

    The company relies on contract manufacturers and suppliers without long-term contracts.

    ExposureProduct availabilityLead timesCost of goods
  4. Tariff and trade policy exposureImpact: MediumLikelihood: High

    Imported goods and global sourcing can be affected by tariff changes and trade restrictions.

    Exposure: Cost structure and inventory planning

  5. Brand and assortment executionImpact: MediumLikelihood: High

    Sales depend on keeping product designs, merchandising, and store presentation relevant.

    Exposure: Vera Bradley and Pura Vida brand performance

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Accounting

Judgemental items
Revenue net of returns and discounts

Reported sales depend on estimating customer returns and promotional reductions.

Impact: Affects net revenue and gross margin presentation

Seasonality and quarterly comparability

Gift-driven demand concentrates sales in the holiday quarter and back-to-school periods.

Impact: Can distort quarter-to-quarter trend analysis

Inventory reserves

Fashion accessories and seasonal goods can become obsolete or require markdowns.

Impact: Affects cost of sales and inventory carrying value

Goodwill and intangible impairment

The company carries brand-related intangible assets and goodwill that must be tested for impairment.

Impact: Can create large non-cash charges if brand performance weakens

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Last updated: 24/09/2026