Deckers sells Sanuk brand

Lolë aims to invest while building on the core strengths of its new acquisition.

California-based Deckers has sold its Sanuk footwear brand to Canadian athleisure company Lolë. Katie Pruitt, who was previously brand director for Sanuk at Deckers, will reportedly continue to lead the brand at Lolë as its general manager and vice president. In her new role, Ms Pruitt, who has 20 years of industry experience, will drive brand strategy and prioritise consumers and wholesale customers while promoting innovation and growth.

The Sanuk team will relocate to a new office in Los Angeles and, according to a Lolë spokesperson, the newly-acquired brand – which was founded in 1997 to serve the surfing, action sports and outdoor community – will benefit from investment in consumer-centric products and marketing to build on its core strengths. In a joint statement, Ms Pruitt and Lolë chief executive Todd Steele said: “We look forward to exploring new product categories and broadening its audience to introduce even more consumers to the brand.”

The acquisition boosts Lolë’s portfolio following last year’s purchase of apparel producer Époque Évolution. In Q1 of its 2025 fiscal year, Sanuk reported net sales of USD 6.9 million.

Publishing Data

This article was originally published on page 4 of the September 2024 issue of SATRA Bulletin.

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