Following the completion of VF Corp.’s sale of Dickies to Bluestar Alliance for $600 million in cash, Bluestar has shared some of its plans for the 102-year-old workwear brand.
Bluestar Alliance’s portfolio includes Hurley, Palm Angels and Scotch & Soda. The firm is known for managing brands through a licensing model.
“Dickies is one of the most authentic, resilient brands in global apparel,” said Joey Gabbay, CEO of Bluestar Alliance, in a statement. “Its 100+ years legacy rooted in workwear has evolved to be fully embraced by fashion, skate, and streetwear communities, while still providing the trusted quality and materials necessary for safety and medical professionals worldwide.”
With the addition of Dickies, Bluestar Alliance’s portfolio now represents more than $13 billion in global retail sales, with more than half of revenue generated internationally, according to a news release. The company works with more than 600 licensees, 500 international retail stores, and has teams in Costa Mesa, Calif., Columbus, Ohio, New York, Amsterdam, London and Milan.
Under Bluestar’s stewardship, Dickies will enter a new phase of global expansion, according to the release, with growth planned for EMEA and APAC, specifically Germany, Japan, South Korea and the UAE. The company will introduce new denim, footwear, and “elevated lifestyle offerings,” according to the release, and collaborate with street, skate and fashion brands.
“As we continue shaping Bluestar Alliance into the leading global youth-luxury brand group, Dickies represents a perfect balance of authenticity and cultural relevance,” said Bluestar COO Ralph Gindi in a statement. “Leveraging our deep network of licensees, retail partners, and brand architects, we’ll accelerate Dickies’ growth across new categories and audiences while ensuring it remains a symbol of craftsmanship and creativity for the next generation.”
Dickies’ Recent Performance
VF Corp. acquired Dickies in 2017 for $820 million. Dickies’ revenue has declined in recent years, dropping 12% to $542.1 million in the fiscal year ending March 29, 2025.
Last year, VF Corp. announced plans to move Dickies’ headquarters from Fort Worth, Texas, to Costa Mesa, California, to co-locate with Vans. The move resulted in about 120 layoffs. The company also appointed Chris Goble as the new brand president in October 2024 to lead a reset.
In September, VF Corp. CEO Bracken Darrell said the company wasn’t planning to sell Dickies, but received an unsolicited offer that made a lot of sense. The proceeds of the deal, will go toward paying off debt as part of the company’s goal to reach a net leverage ratio of 2.5 times or below by fiscal year 2028.
“Dickies is an iconic American workwear brand with a bright future, and I am confident that under Bluestar Alliance’s ownership, it will continue to improve and realize its significant growth potential,” Darrell said in a statement.
VF Corp. Narrows Its Focus
The sale marks another step in VF Corp.’s ongoing portfolio reshaping, which has included the sale of Supreme in 2024 and Eagle Creek in 2021. While the company continues to address struggles at Vans, other key brands like The North Face and Timberland have shown positive momentum in recent quarters.
In its latest earnings report for the second quarter, VF’s revenue of $2.8 billion exceeded expectations, driven by strong back-to-school performance and early wholesale demand.
In the second quarter:
- The North Face revenue increased by 6% (4% in constant currency).
- Vans revenue declined by 9% year-over-year (11% in constant currency).
- Timberland reported 7% revenue growth year-over-year (4% in constant currency).
- Other brands increased by 2%, or declined 1% in constant currency, while Altra revenue increased 35% year-over-year.
“It was a really good quarter, and we delivered on our commitments, as we try to always do,” said CEO Bracken Darrell on the company’s earnings call on Oct. 28. “We made further progress on the entire turnaround plan.”
