Vera Bradley, Inc.
- Open
- 3.75
- Day high
- 3.77
- Day low
- 3.74
- Prev close
- 3.72
- Volume
- 4K
- Mkt cap
- $107M
- P/E (TTM)
- —
- EPS (TTM)
- —
- P/B
- 0.8
- P/S
- 0.4
- Yield
- —
- Per share
- —
- ▲Insiders net buying $205K over the last 3 months (2 open-market buys, 0 sales)
- ◆Cluster buying — multiple insiders bought within days
- 🏛Institutions mixed (13F)
Vera Bradley, Inc. (VRA) is a Consumer Cyclical company listed on NASDAQ. The stock is up 79% over the past year. Over the trailing 3 months, insiders filed 2 open-market buys and 0 sales (SEC Form 4).
Vera Bradley, Inc. (VRA) financials & analyst ratings
Fundamentals (TTM)
Source: exchange market data + company filings. Figures are trailing-twelve-month or as most recently reported. For informational purposes only — not investment advice.
VRA earnings date, history & EPS estimates
| Report date | EPS est | EPS actual | Surprise | Revenue | Rev. surprise |
|---|---|---|---|---|---|
| Jun 11, 2026 | $-0.33 | $-0.09 | +72.7% | $56M | +13.4% |
| Mar 12, 2026 | $0.01 | $0.09 | +823.9% | $85M | +6.5% |
| Dec 11, 2025 | $-0.11 | $-0.30 | -172.7% | $62M | -19.4% |
| Sep 11, 2025 | $-0.15 | $-0.02 | +86.7% | $71M | +14.9% |
| Jun 11, 2025 | $-0.13 | $-0.36 | -176.9% | $52M | -3.4% |
| Mar 12, 2025 | $0.10 | $-0.30 | -400.0% | $100M | +86.9% |
| Dec 11, 2024 | $0.06 | $-0.27 | -550.0% | $81M | -18.4% |
| Sep 11, 2024 | $0.31 | $0.13 | -58.1% | $111M | +0.8% |
| Jun 12, 2024 | $0.11 | $-0.21 | -290.9% | $81M | -10.8% |
| Mar 13, 2024 | $0.15 | $0.11 | -26.7% | $133M | -2.0% |
| Dec 6, 2023 | $0.09 | $0.19 | +111.1% | $115M | -6.6% |
| Aug 30, 2023 | $0.12 | $0.33 | +175.0% | $128M | +4.1% |
VRA insider trading activity (SEC Form 4)
| Date | Insider | Type | Shares | Price |
|---|---|---|---|---|
| Jul 7, 2026 | Bickley Iandirector, officer: Chief Executive Officer | Tax | 30,273 | $3.91 |
| Jun 26, 2026 | Dely Mark Cofficer: CHIEF ADMINISTRATIVE OFFICER | Tax | 13,709 | $3.84 |
| Jun 16, 2026 | Layding Martinofficer: Chief Financial Officer | Tax | 29,376 | $3.46 |
| Jun 16, 2026 | Bickley Iandirector, officer: Chief Executive Officer | Buy | 28,901 | $3.87 |
| Jun 16, 2026 | Meslow Andrewdirector | Buy | 24,926 | $3.73 |
| Jun 16, 2026 | Layding Martinofficer: Chief Financial Officer | Tax | 13,989 | $3.46 |
| Jun 10, 2026 | Dely Mark Cofficer: CHIEF ADMINISTRATIVE OFFICER | Tax | 2,911 | $3.08 |
| Jun 10, 2026 | Dely Mark Cofficer: CHIEF ADMINISTRATIVE OFFICER | Tax | 1,008 | $3.08 |
| Jun 10, 2026 | Dely Mark Cofficer: CHIEF ADMINISTRATIVE OFFICER | Grant | 9,110 | — |
| Apr 7, 2026 | Bickley Iandirector, officer: Chief Executive Officer | Grant | 147,929 | — |
| Apr 7, 2026 | Rodriguez Jessicadirector | Grant | 25,074 | — |
| Apr 7, 2026 | Dely Mark Cofficer: CHIEF ADMINISTRATIVE OFFICER | Tax | 9,845 | $3.39 |
| Apr 7, 2026 | Layding Martinofficer: Chief Financial Officer | Grant | 88,496 | — |
| Apr 7, 2026 | Meslow Andrewdirector | Grant | 25,074 | — |
| Apr 7, 2026 | Bickley Iandirector, officer: Chief Executive Officer | Tax | 15,465 | $3.39 |
Source: VRA SEC Form 4 filings, latest Jul 7, 2026. For informational purposes only — not investment advice.
See the full VRA insider & 13F page →Vera Bradley, Inc. company profile
Overview
Vera Bradley, Inc. (NASDAQ:VRA) is a women's lifestyle brand founded in 1982 and headquartered in Roanoke, Indiana. The company went public in October 2010 and operates primarily in the fashion accessories market, designing and selling handbags, luggage, travel items, and lifestyle accessories. Originally built around its signature quilted cotton patterns, Vera Bradley has evolved into a multi-brand portfolio that includes the bohemian jewelry brand Pura Vida, which it acquired in 2017. The company has been undergoing a significant strategic transformation called "Project Restoration" since 2023, aimed at revitalizing its core brand and repositioning itself in the competitive women's accessories market.
Business
Vera Bradley operates in the women's fashion accessories industry, which encompasses handbags, luggage, jewelry, and lifestyle products. The fashion accessories market is highly competitive and trend-driven, with consumers seeking both functional and fashionable items that reflect their personal style and lifestyle needs. The company operates through three primary business segments. The Vera Bradley Direct segment represents approximately 76% of total revenue and includes sales through the company's own retail channels - full-line stores, factory outlet stores, and e-commerce websites. This segment focuses on the company's heritage brand known for colorful, quilted cotton patterns and has been expanding into leather goods and solid-color offerings. The Vera Bradley Indirect segment accounts for roughly 10% of revenue and encompasses wholesale sales to approximately 1,800 specialty retail locations, department stores, national accounts, and third-party e-commerce platforms. This includes partnerships with major retailers and digital marketplaces, with recent success on platforms like Target Marketplace. The Pura Vida segment represents about 14% of revenue and targets a younger demographic (18-24 years old) with string bracelets, jewelry, and bohemian-style accessories. However, the company recently signed an agreement to divest this business as part of its strategic refocusing efforts. Vera Bradley's product portfolio spans multiple categories including handbags (totes, crossbodies, satchels, clutches, backpacks), travel products (rolling luggage, cosmetic cases, travel accessories), home goods (throw blankets, towels, drinkware), apparel and footwear (sleepwear, outerwear, scarves), and stationery items. The brand is particularly known for its distinctive patterns and has built a loyal customer base around its colorful, feminine aesthetic.
Revenue model
Vera Bradley generates revenue through multiple channels and business models. The primary revenue driver is direct-to-consumer product sales through its retail stores and e-commerce platforms, where the company captures full retail margins. The company operates approximately 70 full-line stores and 75 factory outlet stores across the United States, with outlet stores typically offering discounted merchandise to clear inventory and serve price-sensitive customers. Wholesale revenue comes from selling products to third-party retailers at wholesale prices, which provides broader market reach but at lower margins. The company also generates income through licensing agreements for its brand and patterns, as well as freight services and gift card breakage (unredeemed gift card balances). The company's paying customers are primarily women, with Vera Bradley targeting affluent women aged 35-54 with household incomes above $75,000, while Pura Vida focuses on younger consumers aged 18-24. The customer base includes both direct purchasers through company channels and end consumers reached through wholesale partners. Several factors significantly impact the company's margins. Promotional activity and discounting heavily influence profitability, particularly in outlet channels where lower-income consumers are more price-sensitive during economic downturns. Product mix affects margins substantially, with leather goods and full-price heritage products generating higher margins than heavily discounted items. Channel mix is crucial, as direct sales through full-line stores and e-commerce yield higher margins than wholesale or outlet sales. Inventory management directly impacts profitability, as excess inventory often requires markdowns that compress margins. The company has been working to reduce inventory levels by approximately 10% to improve efficiency. Raw material costs, particularly for fabrics and leather, can pressure margins, though the company has been investing in higher-quality materials to support premium pricing. Consumer spending patterns and macroeconomic conditions significantly affect demand, with economic stress particularly impacting the outlet channel business that serves lower-income demographics.
Competitive moat
Vera Bradley's competitive moat is relatively modest and primarily centered around brand recognition and customer loyalty within its specific niche. The company has built a distinctive brand identity around colorful, feminine patterns that resonates with a particular demographic of women who appreciate the brand's aesthetic and lifestyle positioning. This creates some customer stickiness and allows for premium pricing compared to generic accessories. However, the fashion accessories industry presents significant competitive challenges that limit the strength of this moat. The market is highly fragmented with numerous competitors ranging from luxury brands like Coach and Kate Spade to fast-fashion retailers and private label products from major retailers. Low barriers to entry mean new competitors can easily enter the market, particularly in the direct-to-consumer e-commerce space. The company faces fashion cycle risks as consumer preferences can shift rapidly, potentially making its signature patterns and styles less relevant. This is evidenced by the brand's recent struggles and the need for "Project Restoration" to revitalize its appeal. Limited pricing power is another weakness, as demonstrated by the company's heavy reliance on promotional activity and outlet sales to move inventory. Digital disruption poses ongoing challenges as online marketplaces and social media-driven brands can quickly gain market share without significant capital investment. The rise of influencer marketing and direct-to-consumer brands targeting similar demographics creates additional competitive pressure. The company's moat is further weakened by its dependence on discretionary spending, making it vulnerable to economic downturns when consumers reduce purchases of non-essential accessories. The recent decision to divest Pura Vida also reduces diversification benefits and concentrates risk in the core Vera Bradley brand, which has been experiencing declining sales.
Risks & safety
The margin of safety appears limited given the company's current financial trajectory and operational challenges. **Cash and Liquidity:** - Cash position of $30.4 million with total liquidity of $75 million - Positive free cash flow of $17.3 million in Q4 2025, though full-year free cash flow was negative $24.5 million - Current ratio of 2.84 indicates adequate short-term liquidity - Debt-to-equity ratio of 0.50 shows moderate leverage levels **Profitability and Losses:** - Significant operating losses with EBITDA of negative $10.9 million for fiscal 2025 - Net loss of $62.2 million for fiscal 2025 - Projected operating loss of approximately $6 million for fiscal 2026 - Revenue declining from $500 million in fiscal 2023 to $372 million in fiscal 2025 **Valuation Metrics:** - Trading at 0.60x book value, suggesting potential asset value - Negative earnings make P/E ratios meaningless - Enterprise value to EBITDA is negative due to losses **Other Considerations:** - Ongoing strategic transformation with uncertain outcomes - Divestiture of Pura Vida business may provide some cash infusion - Targeting $20 million in cost savings, but execution risk remains high - Highly competitive market with limited differentiation
Recent development
Over the past several years, Vera Bradley has undergone significant strategic transformation through its "Project Restoration" initiative launched in fiscal 2023. This comprehensive turnaround effort focuses on four key pillars: consumer targeting, brand repositioning, product elevation, and channel optimization. The company has shifted its target demographic strategy, refocusing the core Vera Bradley brand on affluent women aged 35-54 with household incomes above $75,000, while simultaneously trying to attract younger customers aged 18-34 with higher incomes. This represents a move away from the broader market approach that had diluted the brand's premium positioning. Product strategy has evolved significantly, with increased investment in higher-quality fabrics and expanded leather collections to justify premium pricing. The company has reduced its reliance on heavily discounted price points and reintroduced heritage products that resonate with core customers. Strategic collaborations, including partnerships with Urban Outfitters and licensed collections like the Wicked movie tie-in, have been used to attract new customers and expand market reach. Channel strategy has shifted toward a digital-first approach, with significant success on platforms like Target Marketplace. The company has been migrating from physical retail toward e-commerce and third-party marketplaces, while selectively expanding outlet store locations and being more cautious about full-line store openings. The most significant recent development is the decision to divest the Pura Vida business, which the company acquired in 2017. This divestiture reflects management's focus on the core Vera Bradley brand and addresses the challenges Pura Vida faced with declining sales and profitability issues. Marketing efforts have been revitalized with celebrity partnerships, including Zooey Deschanel, and increased brand awareness campaigns. The company has reported its first brand awareness increase since 2021, with particular success in attracting higher-income customer segments.
VRA company profile · for informational purposes only — not investment advice.
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