Sanuk's revenue climbed 58 percent year-over-year, with wholesale up 44 percent and digital up 62.7 percent, according to figures provided by a company spokesperson — results that anchor the brand's next move: a lifestyle sneaker line launching in 2027.

The performance data, which includes a 520-basis-point improvement in gross margin, marks the strongest evidence yet that the turnaround is gaining traction since Deckers Brands sold the label to Canada's Lolë Brands in August 2024.

What comes next for the brand?

Under vice president and general manager Katie Pruitt, Sanuk has rebuilt its wholesale network, opened a new office in Manhattan Beach, Calif., and refreshed its assortment with comfort materials including Yoga Mat and beaded foam Bubblecrush footbeds. The next growth phase targets two fronts: expansion into lifestyle sneakers and a return to physical retail, with at least three stores planned in Southern California.

Pruitt has already introduced closed-toe silhouettes, framing the category shift as a logical step rather than a pivot. She described the move as the "brand building on the natural extensions of our sandals," adding that broader closed-toe offerings will deliver "more year-round relevance." Staying sandal-only means the business peaks in spring and summer and tapers through fall — a seasonality problem the sneaker push is designed to fix.

How does Sanuk read the sneaker market?

Pruitt is undeterred by talk of a lifestyle sneaker slowdown. "What I see is that the current offering in the market has just gotten a little stale for lifestyle sneakers, and I think consumers are ready for what the next version of that looks like," she said. "I think athletic will continue to be important and meaningful, but I do feel like consumers are looking for what's next."

She declined to detail specific 2027 sneaker models, but outlined the product brief: lightweight, breathable construction with performance elements and an easy-on, easy-off component. Underfoot comfort remains central — ergonomically molded arch support and heel cupping carry over from the sandal line. On materials, Pruitt flagged demand for "breathable mesh uppers on the more casual, low-profile silhouettes," with canvas as the casual option and leather as the premium tier. "I think we're still going to see a mix of synthetic textiles that have the physical properties that allow it to dry quickly, as well as canvases, hemps, linens, along with suedes and leathers in closed-toe sneakers," she said.

Where is distribution expanding?

Since the Lolë acquisition, Sanuk has entered Taiwan, the Philippines, Japan, Australia, the Caribbean, Uruguay and Spain. "And we're looking at distribution in Thailand and Vietnam right now," Pruitt said. New strategic wholesale partners include Free People, Buckle, DSW, Tillys, South Coast and Surf Ride, among others.

On retail, the brand plans to open at least one store near its Manhattan Beach headquarters, with a second and third in "other key areas like San Diego and Orange County." Sanuk operated stores under Deckers ownership but did not retain them through the acquisition.

The marketing side is also shifting the customer base. Continued work with TikTok influencers has drawn consumers aged 21 to 24 — younger than the brand's core 35-to-45 demographic — which broadens the addressable audience ahead of the sneaker launch.

The 2027 sneaker rollout, paired with the Southern California store openings and Southeast Asia distribution talks, will test whether Sanuk's comfort-led positioning can convert a sandal-season business into a year-round footwear player.