Sleeper Consumer Pick: VF Corporation

The stock has grown substantially over the past few months as leadership executes on the Reinvent plan. I know consumer stocks are fickle and fashion is extremely dependent on whatever’s hot on TikTok..but hear me out. At its peak, VFC traded in the $80s. The company brought in Bracken Darrell in 2023, a turnaround specialist who revived both Old Spice and Logitech, to do it again. He’s aggressively deleveraged the balance sheet and the core brands are growing again. In Q3 FY2026, The North Face grew 5% globally, Timberland the same, and sleeper brand Altra surged 23%. They also hired Spotify‘s former CFO and Lululemon’s Head of Product. The biggest reason this stock hasn’t quintupled is Vans. But it looks like the worst days are behind it. Revenue is still declining, but it’s moderated substantially from the -22% freefall we saw two years ago, down to -10% last quarter with guidance for mid-single digit declines this quarter. Full disclosure: I took profits after buying in at $15, but I’m selling puts aggressively and won’t be mad if I get assigned.