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VF Buys Timberland

06/14/2011

Coming soon to a college campus near you – Timberland.

VF Corp., whose brand portfolio includes The North Face, Wrangler, Nautica, and Vans, acquired Timberland in a $1.97 billion cash deal. It is the most expensive acquisition of a footwear company since 2004. Calling Timberland a footwear company is misleading. True, footwear is their origin but they’ve expanded into an outdoor “lifestyle” brand selling apparel, accessories, etc.

This is possibly a good deal for both brands:

  • Timberland gets infusion of cash, marketing and merchandising best practices, and guidance from the world’s largest apparel brand
  • VF gets a strong brand name that’s been underperforming, especially in the USA, that has the potential to replace The North Face as its popularity begins to wane
The Timberland brand needs some TLC. Let’s see if VF can provide it. It’s likely VF will pull out The North Face playbook to make this transformation happen.

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