Pura Vida returned to double digit growth in Q3, though the brand’s usually robust ecommerce business was suppressed by the Apple software privacy update, according to parent company Vera Bradley.
Pura Vida revenue grew 11.7% to $27.2 million with growth driven by the wholesale channel.
Pura Vida adjusted operating income totaled $2.6 million, or 9.4% of net revenue vs. $2.7 million, or 11% of net revenue in the prior year.
Previously, Pura Vida relied heavily on Facebook and Instagram advertising to help drive ecommerce sales. With the privacy update, it’s hard for all companies to track and target customers as effectively.
However, Vera Bradley executives said Pura Vida’s first store in San Diego is performing ahead of expectations. As a result, Pura Vida will open three to five more stores next year.
“We expect that driving growth through both our ecommerce and physical distribution channels will be key to returning to our 15% to 20% growth target for Pura Vida,” Vera Bradley said in a statement.
