Dickies, one of the most famous work clothing brands in the country, will move its headquarters from Fort Worth to Costa Mesa to be with Streetwear Icon Vans, his sister brand.
This decision represents real estate consolidation by VF Corp., which has Dickies And Van As well as the outdoor brands The North Face, Timberland and Jansport.
The decision marks a rare reversal of a series of commercial headquarters goes from California to Texas. High -level departures include ChevronOne of the largest oil companies in the world, which said in August that it would move its headquarters from San Ramon to Houston. Elon Musk said he would move his companies SpaceX and X from California to Texas.
On the other hand on a scale, dickies go from a city known as Cowtown in One Once nicknamed Goat Hill Affects approximately 120 employees, said Ashley McCormack, director of external communications at VF.
“This decision allows VF to further consolidate its American real estate portfolio as part of its declared business recovery strategy,” McCormack said in a statement.
The gathering of people who work at Dickies and Vans are also intended to “create an even more dynamic campus where creativity and the sharing of best practices can prosper thanks to greater collaboration and in connections,” she said.
This decision, perhaps including the relocation of employees to California, is expected to be completed by May. The Vans offices, which are surrounded at the top of the famous ladies of Vans, are at 1588 S. Coast Drive in Costa Mesa near the 405 motorway.
The observer of the Retail Trade Industry Dominick Miserandino did not see the dickies moving in the context of a broader trend, calling it rather a decision to optimize the use of the property that VF has in Costa Mesa instead of keeping the registered office of Dickies in Fort Worth.
“People attribute other things to it,” said Placerandino, when real estate property “could be the greatest factor than the angle of the way it is strange” to see a company go from Texas to California.
“Obviously, you make a decision like this for operational efficiency,” said Placerandino, Managing Director of Industry Retail wire.
VF, based in Denver, has been faced with wind contrary to recent years in recent years, the net income of the company fell each year since its financial year 2022.
The company has a revitalization strategy centered on its Vans brand, whose revenues fell 11% in the second financial quarter of the company which ended on September 28, a marked improvement compared to the previous quarter when the brand fell by 22%, said managers in Investors during a profit call last month, said Costar Costor of real estate data. The Dickies brand also fell 11% in the second quarter of the company's exercise, against a drop in income by 14% in the previous quarter.
“We have a growth card for Vans,” said VF president P. Darrell during the call. He did not offer details but recognized the errors that occurred after a boom period from 2015 to 2020, when the brand became popular with manufacturers of cultural tastes and celebrities, leading to sales from greater customers.
“We actually diverted our eyes … The main youth audience that had been the vital element of the vans,” said Darrell. “The brand must have evolved, but rather than continuing to respect and serve the public of young people who had built the brand, we only fed the trend that increased it quickly. We have greatly removed marketing from basic young people and we rather focused on everyone. ”
News of Dickies's Move has shaken some people in Fort Worth, where the company was co -founded in 1922 by the EE “colonel” Dickie and has a high profile as a local company. Dickies Arena is one of the city's main entertainment places for concerts, community events and the Forth Worth Stock Show & Rodeo.
“The announcement last week that Dickies leaves his home in Fort Worth for a new headquarters in California shocked the city leaders and left the brand's most loyal fans in Texas,” Fort Worth Star-Telegram reported.
