Earnings Call Transcript
DECKERS OUTDOOR CORP (DECK)
Earnings Call Transcript - DECK Q1 2025
Operator, Operator
Good afternoon and thank you for joining us. Welcome to the Deckers Brands First Quarter Fiscal 2025 Earnings Conference Call. At this moment, all participants are in listen-only mode. After the presentation, we will have a question-and-answer session. I want to remind everyone that this call is being recorded. I will now hand the call over to Erinn Kohler, Vice President of Investor Relations and Corporate Planning.
Erinn Kohler, Vice President, Investor Relations and Corporate Planning
Hello and thank you, everyone, for joining us today. On the call is Dave Powers, President and Chief Executive Officer; Steve Fasching, Chief Financial Officer; and Stefano Caroti, our Chief Commercial Officer and incoming CEO. Before we begin, I would like to remind everyone of the company's Safe Harbor policy. Please note that certain statements made on this call are forward-looking statements within the meaning of the federal securities laws which are subject to considerable risks and uncertainties. These forward-looking statements are intended to qualify for the Safe Harbor from liability established by the Private Securities Litigation Reform Act of 1995. All statements made on this call today, other than statements of historical fact, are forward-looking statements and include statements regarding our current and long-term strategic objectives, capital allocation, anticipated impacts from our brand and marketplace management strategies, changes in consumer behavior, strength and performance of our brands, demand for our products, product and channel distribution strategies, including direct-to-consumer (DTC), marketing plans and strategies, disruptions to our supply chain and logistics, our anticipated revenue, product mix, margins, expenses, inventory levels and promotional activity, the impact of the macroeconomic environment on our operations and performance, including fluctuations in foreign currency exchange rates, our ability to achieve our financial outlook and the expected timing and impact of the planned leadership transition. Forward-looking statements made on this call represent management's current expectations and are based on the information available at the time such statements are made. Forward-looking statements involve numerous known and unknown risks, uncertainties and other factors that may cause our actual results to differ materially from any results predicted, assumed or implied by the forward-looking statements. The company has explained some of these risks and uncertainties in its SEC filings, including in the Risk Factors section of its annual report on Form 10-K and quarterly reports on Form 10-Q. Except as required by law or the listing rules of the New York Stock Exchange, the company expressly disclaims any intent or obligation to update any forward-looking statements. On this call, management may refer to financial measures that were not prepared in accordance with generally accepted accounting principles in the United States including constant currency. In addition, the company reports comparable direct-to-consumer sales on a constant currency basis for operations that were open throughout the current and prior reporting periods. The company believes that these non-GAAP financial measures are important indicators of its operating performance because they exclude items that are unrelated to and may not be indicative of its core operating results. With that, I'll now turn it over to Dave.
Dave Powers, President and Chief Executive Officer
Thanks, Erinn. Good afternoon, everyone and thank you for joining us. I'm glad to be here today to discuss our strong start to fiscal year 2025. With this being my final call before I pass the torch to Stefano at the end of the month, I am confident that the Deckers team has laid the groundwork to deliver another year of excellent results as they build for the future of this amazing company. Specifically, Deckers' first quarter performance is highlighted by revenue growing 22% versus last year to $825 million, gross margin improving to 56.9% and diluted earnings per share increasing 87% versus last year to $4.52. Importantly, this quarter's results were closely aligned with our objectives for fiscal year 2025 as HOKA was our main growth driver, increasing 30% versus last year to $545 million, UGG increased 14% versus last year as it continues to build year-round relevancy with consumers through iconic products. Both DTC and wholesale increased above 20% versus last year as our brands captured healthy demand across the global marketplace and international regions increased 21% versus last year, led by robust DTC growth. These incredible results, which include some unique benefits specific to the first quarter, give us confidence that we can deliver the increased profitability reflected in our updated outlook for full fiscal year 2025. Steve will provide further details on our updated outlook later in the call. But first, I will share some of the brand highlights from our first quarter before turning it over to our Chief Commercial Officer and incoming CEO, Stefano Caroti to review channel performance. Starting with the brand highlights. Global HOKA revenue in the first quarter increased 30% versus last year to a quarterly record of $545 million. HOKA performance was driven by the brand's compelling product assortment, including new launches which experienced strong demand across the brand's global marketplace. More specifically, top styles like the Clifton and Bondi continued to experience healthy growth. Emerging franchises like the Mach, Transport and Kawana drove outsized gains and new styles like the Skyward X, Cielo X1 and Skyflow brought incremental volume and attention to the brand through segmentation and greater innovation. Diving into our top styles, gateway products, such as Clifton and Bondi remain the leading franchises for HOKA. The brand continues to build demand for these popular franchises through distribution segmentation as the introduction of model updates increasingly allows for differentiation of key partners to satisfy incremental demand and limited edition lifestyle treatments and collaborations that regularly sell out offering unique versions of these hero styles. In terms of emerging HOKA franchises, I want to start by highlighting the Mach 6 launch which has been a universal success. This redesigned and upgraded Mach has experienced strong sell-through across the global marketplace, resulting in the Mach being a top 5 revenue style for HOKA in Q1. Thus far, we are encouraged by the consumer adoption of the Mach which is skewing younger and driving considerable acquisition in the U.S. and EMEA. We believe the expansive consumer demand we're seeing from the Mach is attributable to the fantastic work of the HOKA product and merchandising team who designed the collection with color and branding variations that allow for greater differentiation across points of distribution. Regarding Transport and Kawana, we continue to see these styles perform well in our DTC channel and with our lifestyle athletic partners. Both styles saw explosive growth in the quarter, landing them in the HOKA brand's top 10 styles ranked by revenue. While the Transport and Kawana were designed as a light hiker and fitness shoe, respectively, the consumer is increasingly adopting them for more casual and versatile wear. On the innovation front, the HOKA brand's most advanced performance-leading styles, the Cielo X1 and Skyward X have far outperformed our expectations. These ground-breaking styles were featured as part of the HOKA FlyLab experience which was celebrated at worldwide events such as the Boston Marathon, Big Sur International Marathon, Hackney Half Marathon in London and the Tokyo Marathon. The Skyward X in particular has been a key focus of our marketing efforts as it reinforces the HOKA brand origins and leadership position and Mach's cushion performance. The success of innovative styles like the Cielo and Skyward is critical to HOKA maintaining its performance roots and emboldens the product team to continue pushing the envelope of our technologies. The Skyflow, which only launched about 10 days ago, is also an all-new style focused on innovation but at a much more commercial price point within the HOKA brands product range. This exciting style combines premium Skyward X-inspired geometry with upgraded foam compounds, creating an elevated experience for daily runs. As part of our segmentation efforts, the Skyflow is developed as a co-exclusive for our DTC and our run specialty partners, continuing to elevate the HOKA brand's everyday performance line-up while differentiating its global marketplace. We are receiving great feedback from consumers and our retail partners in the early days of this launch. The strength of performance across the HOKA product line-up is amplified by the continued evolution of the brand's global marketplace. During the first quarter, HOKA drove balanced growth across channels with DTC revenue increasing 33% versus last year and wholesale revenue increasing 28% versus last year. From a DTC perspective, HOKA continues to experience global gains through consumer acquisition and retention with particular strength among retained consumers in the first quarter. We believe this is a powerful reflection of HOKA consumer loyalty, reinforcing the long runway we see for this brand and the reason we are focused on building the HOKA brand's awareness while there remain significant opportunity. Part of our approach to building HOKA brand awareness is through expanded points of distribution with key partners. During the quarter, we added strategic doors with select partners around the world which contributed to HOKA wholesale growth in the quarter. We also continued adding shelf space and gaining market share as the brand refilled inventory in the channel and continued to see high levels of full price sell-through. Outside of adding new distribution, HOKA is building awareness through its global marketing campaign. The latest chapter of the HOKA brand's FLY HUMAN FLY campaign launched on July 1, with the new film Birds Eye which brings to life the brand's origin story and captures the exhilaration and joy of movement. The film is the centerpiece of a 360-degree integrated brand campaign, inclusive of connected TV, out-of-home content, social and earned media and in-person community activations in key cities. All of the elements of the FLY HUMAN FLY campaign are aimed at deepening connections with consumers, inspiring brand love and introducing new consumers to HOKA around the world. We are really proud of this elevated campaign and I hope you all check out the Bird's Eye film when you have a chance. Overall, this quarter was an excellent start to the year for HOKA with healthy full-price demand across global markets. The team is laser-focused on executing the brand strategy to build global brand awareness and market share with an enhanced focus on international markets, expand DTC through consumer acquisition and retention gains and excite consumers with performance innovations. Shifting to UGG. Global UGG revenue in the first quarter increased 14% versus last year to $223 million. Performance in the quarter was driven by strong full price selling of key iconic franchises with increased year-round momentum, increased adoption of the expanded Golden Collection, continued momentum in global DTC and robust wholesale growth in the U.S., reflecting earlier demand. We are encouraged by the consumer demand for UGG in the first quarter as we believe it reflects continued progress and creating year-round excitement for the brand's versatile and seasonally relevant product. The UGG product team has done a fantastic job building product with purpose that is consumer-informed, champions UGG brand codes and has increased wearing occasions, allowing the brand to build and sustain demand over longer periods of time. This is best evidenced by the continued year-round adoption of the Tasman franchise as well as the growth being driven by an expand in Golden Collection. The UGG brand's ability to drive continued strong selling for the Tasman's franchise speaks to the power of its thoughtful management across the global marketplace, versatility of styling and the marketing activations that preserve its relevance in the mind of our consumers. Specifically on the marketing front, UGG has collaborated with various brands and designers to create exclusive versions of Tasman franchise styles. During the first quarter, our upcoming Tasman collaboration with Chinese born London-based designer Feng Chen Wang was featured as part of her Spring/Summer 2025 collection unveiling at Paris Fashion Week. Her collection and, in particular, the Tasman collaboration, was featured across influential fashion and cultural publications, including Vogue, Hypebeast and Highsnobiety. The UGG team's ability to maintain consumer interest through exciting marketing activations and collaborations is also benefiting newer franchises like the Golden Collection. The increase in consumer demand for this collection led to an expansion of silhouettes in the current year which performed extremely well. Of the UGG brand's top 10 styles in the first quarter ranked by revenue, four came from the Golden Collection, two of which were new to the brand this year. The Tasman franchise in Golden Collection were also key drivers of the UGG brand's DTC success in the first quarter which was equally strong in the U.S. and international regions. The UGG brand's more focused assortment of relevant franchises is driving the majority of consumer demand which contributed to lower promotion as compared to prior first quarters, where the DTC business has historically been more influenced by end of season discounting on seasonal colors. While this dynamic is not expected to continue throughout fiscal year 2025, we do think it speaks to the strength of the brand and its ability to maintain year-round demand. UGG has exciting things ahead with the upcoming launch of its Feels Like UGG global marketing campaign which features a dynamic group of creators who evoke the ethos of UGG. The Feels Like UGG campaign will come to life across the brand's global marketplace through social media, in-store events and multisensory community activations that promote self-expression and a connected community. The brand is on track to deliver another year of healthy growth with premium products and elevated experiences that enhance our consumer connections. Both UGG and HOKA are off to strong starts in fiscal year 2025 and are well positioned to continue capturing high levels of consumer demand for the remainder of this year and beyond. Before passing off to Steve, I want to give Stefano an opportunity to review Deckers' excellent channel performance in the first quarter. As all of you know, Stefano will be becoming Deckers next CEO on August 1. I'm excited to welcome him today to speak on one of the areas he has been successfully leading for some time now in his current capacity as our Chief Commercial Officer. Stefano?
Stefano Caroti, Chief Commercial Officer and Incoming CEO
Thanks, Dave. It's great to be here with you all today and share Deckers' channel highlights within the global marketplace. Before diving in, I want to thank Dave for his thoughtful, enlightened leadership over the last 8 years and in particular, the mentorship provided over the last 6 months. Dave has been an extremely valuable resource for me throughout the transition and I'm thrilled to have the opportunity to lead Deckers on our continued exciting journey ahead. Diving into channel performance in the quarter. Our results continue to reflect Deckers' successful global marketplace management that has maintained a pull model of consumer demand, driving high levels of full price selling. This year, we signaled a much more balanced growth story between our DTC and wholesale channels which was well executed in the first quarter. For the quarter, global DTC increased 24% versus last year on a reported basis and 22% on a comparable basis. HOKA drove the majority of gains in the DTC channel but we also saw positive contributions from the UGG brand. From a regional standpoint, DTC growth was robust across international regions and within the U.S. which increased 31% and 21%, respectively. Among international regions, growth was most meaningful in China and EMEA as both drove strong increases online and benefited from successful recent retail store openings. Regarding wholesale, global revenues increased 21% versus last year. Similar to DTC, HOKA drove the majority of the year-over-year volume gains with similar strength in the U.S. and international regions. Our growth was particularly strong in the U.S. as the brand continues to see earlier demand from wholesale partners and benefited from favorable year-over-year comparisons. Growth across HOKA and UGG was driven by full price business as both brands delivered exceptional gross margins in the wholesale channel. The health of our balanced business across the global marketplace reflects both the demand for our brands and our team's outstanding channel management. Our brands are off to a great start to fiscal '25 and I look forward to sharing more with you next quarter. With that, I'll hand over to Steve to provide further details on our first quarter financial results as well as our updated financial outlook for fiscal '25.
Steve Fasching, Chief Financial Officer
Thanks, Stefano and good afternoon, everyone. Deckers delivered strong results in the first quarter and demonstrated great progress towards our full fiscal year guidance leading to increased profitability within our outlook that I'll cover shortly. As Dave outlined, HOKA was the main driver of growth in the quarter, delivering healthy gains in both the DTC and wholesale channels as the brand continues to build global awareness and market share. UGG delivered a solid quarter as the brand continued to see global demand in the DTC channel and increased its full price wholesale business in the U.S. As we continue to operate in a very dynamic consumer environment, we will remain nimble in our approach to managing the business for long-term sustainable growth and executing against our strategic priorities. Our portfolio of leading brands continues to resonate with consumers which positions us well in the global marketplace. With that, let's get into the detail of our first quarter fiscal year 2025 results. Revenue was $825 million, up 22% versus the prior year. Growth was primarily driven by HOKA as the brand increased 30% versus last year due to the exceptional demand experienced across the brand's global marketplace. Additionally, in the quarter, UGG increased 14%, primarily through wholesale gains as the brand continues to refill certain inventory in the marketplace. Gross margin for the quarter was 56.9% which was up 560 basis points from last year's 51.3%. As compared to last year, first quarter gross margin primarily benefited from favorable brand and product mix as both our highest-margin brand, HOKA, as well as higher-margin products within UGG and HOKA drove a larger proportion of growth, higher levels of full price selling, particularly with the UGG brand which was more promotional in the prior year first quarter and lower freight rates recognized in this quarter which are anticipated to be a headwind for the remainder of this year. SG&A dollar spend in the first quarter was $337 million which is up 22% from last year's $276 million. As a percentage of revenue, SG&A was 40.9% versus 40.8% in the prior year. SG&A dollar growth compared to last year was driven by investment in key areas of the business in support of our growth initiatives which include higher marketing spend, primarily related to expanding global HOKA awareness and investments in talent to support key functions within our growing organization. Our tax rate was 22.5% which compares to 21.9% in the prior year. These results, coupled with higher interest income and a lower share count as the result of our share repurchase program, drove diluted earnings per share of $4.52 for the quarter which was $2.11 above last year's $2.41 per share, representing growth of 87%. Turning to our balance sheet. At June 30, 2024, we ended June with $1.44 billion of cash and equivalents. Inventory was $753 million, up 2% versus the same point in time last year and we had no outstanding borrowings. During the first quarter, we repurchased approximately $152 million worth of shares at an average price of $858.79. As of June 30, 2024, the company had approximately $790 million remaining under its stock repurchase authorization. Now moving into our updated outlook for fiscal year 2025. We still expect total company revenue to grow approximately 10% versus last year to $4.7 billion inclusive of HOKA which is still expected to grow approximately 20% and UGG which is still expected to grow in the mid-single-digit range. We are increasing our gross margin which is now expected to be approximately 54%, up 50 basis points from our prior guidance based on the strength of our first quarter results which included near-term benefits that are not expected to repeat for the remainder of the fiscal year. As a reminder, our assumptions for the full fiscal year include a more normalized promotional environment with lower full-price selling relative to the exceptional levels delivered in fiscal year 2024 and higher freight costs incurred and still experiencing related to the inventory brought in that will be expensed in the remainder of the year. SG&A is now expected to be in the range of 34% to 34.5%, as we remain committed to investing in our key growth initiatives. Operating margin is now expected to be in the range of 19.5% to 20%. Our effective tax rate is still projected to be in the range of 22% to 23%. As a result of these changes, we are increasing our diluted earnings per share expectations to now be in the range of $29.75 to $30.65, representing a $0.65 increase on the high end. Please note, as mentioned in our release this afternoon, we have entered into an agreement to divest the Sanuk brand which we expect to close in August 2024. As such, the ongoing Sanuk business has been removed from our forward-looking guidance. Further, this guidance excludes any unforeseen charges that may be considered nonrecurring to our ongoing business or any impact from future share repurchases. Additionally, our guidance assumes no meaningful deterioration of current risks and uncertainties which include but are not limited to, changes in consumer confidence and recessionary pressures, inflationary pressures, fluctuation in foreign currency exchange rates, supply chain disruptions and geopolitical tensions. In addition, as most of you may have seen, our Board recently approved a 6 for 1 forward stock split of our outstanding capital stock which is pending stockholder approval at our 2024 Annual Meeting to be held on September 9. The potential impact of the stock split is not reflected in our EPS guidance. Looking ahead, we remain confident in our ability to deliver the increased full fiscal year guidance as our disciplined operating model, in-demand global brands and robust financial profile position us well to adapt to evolving marketplace dynamics. Before I hand the call back to Dave for his last time, I want to express my genuine appreciation for him. It has been a privilege and a pleasure working together for the last 12 years, especially the last 8 years with him as our CEO. I am proud of all we have achieved together, building Deckers into an industry-leading company with an exciting future ahead. Dave, I wish you all the best in your retirement and I look forward to working with you as a member of our Board. Thanks, everyone. I'll now hand the call back to Dave for his final remarks.
Dave Powers, President and Chief Executive Officer
Thank you, Steve, for the kind words and Stefano for your kind remarks earlier. I appreciate all you continue to do for the Deckers organization. HOKA and UGG continue to excite and delight consumers with unique and innovative products that are driving increased demand. The momentum of these brands gives us confidence to achieve our updated guidance for the year. I believe Deckers is poised for long-term continued success. With the strength of these two powerful brands, a well-managed global marketplace, a focused and aligned management team, a disciplined approach to financial management and engaged employees who embrace a purpose-led culture, I am proud of the culture we have built within our organization and for Deckers being recognized externally as one of the U.S. News and World Report's 2024 to 2025 Best Companies to Work For and as one of Time magazine's World's Most Sustainable Companies of 2024. Before handing off to the operator, there are a few things I'd like to add. First, I want to sincerely thank Steve Fasching. Steve has been an amazing partner to me over the past 8 years and has had a tremendous impact on Deckers' and our success. Steve deserves to be recognized for his leadership and disciplined strategic approach to developing and maintaining our strong operating model and fortified balance sheet. We've been through a lot together and I just want to say thank you, Steve. I also want to thank Erinn and Andy on our Investor Relations team. They have done an outstanding job preparing us for these quarterly calls and communicating Deckers' strategy with all of you. It has been a pleasure working with them both. Thank you for all you've done and will continue to do at Deckers. I'm actually going to miss these earnings calls. Lastly, I want to express my gratitude for the final time. It has been the honor of a lifetime leading Deckers for the last 8 years and I am proud of all we accomplished together during this time. I want to thank all of our dedicated employees for making Deckers not only a successful company but also an amazing place to work. We have proven that we are truly better together and that we can do a lot of good while doing great. Deckers is in excellent hands with Stefano and his leadership team. I have no doubt that he will do an exceptional job leading this organization and maintaining our great culture and strong results as he, along with our leadership team and all of our amazing employees, build the future of Deckers. One last time on behalf of our management team, I want to thank everyone for listening and for your continued support. With that, I'll turn the call over to the operator for Q&A.
Operator, Operator
Our first question comes from Jonathan Komp from Baird.
Jonathan Komp, Analyst
Dave, certainly not my typical approach to say congratulations in this forum but I think congratulations certainly are in order for just an incredible run here. Really to turn to the business, I want to ask about the HOKA business, the momentum that you're seeing in light of, frankly, mixed footwear data points in the industry. And then just given the shape of the year, how you're planning still 20% growth for the year after you exceeded that to start. Could you maybe just share a little bit more how you're planning your distribution and product launches as we think about the balance of the year?
Dave Powers, President and Chief Executive Officer
Yes, that's a good question. It's important to consider the context of our company as a global multichannel, multi-brand business. A small piece of data within that global framework can sometimes be misleading. Our results from the past quarter clearly demonstrate our performance, and we feel very confident about what lies ahead for the rest of the year. I'll allow Stefano to provide more details on our direction for the remainder of the year.
Stefano Caroti, Chief Commercial Officer and Incoming CEO
Jon, keep in mind, we build brands for long-term health and sustainable growth. We just closed a great Q1 and we're confident in our full year guidance. We are very happy with how our brands are performing today. Key product launches have been selling through very, very strongly. So our brands are strong and in demand. So I don't anticipate major issues for the balance of the year.
Steve Fasching, Chief Financial Officer
I think, Jon, this is Steve. Just to kind of add on to that. As we think about the year and it's what we discussed on the call last quarter in terms of how we saw the cadence of the year play out, we always said in percentage terms, right, that Q1 was going to be our strongest quarter. And as we came up against kind of more difficult comparisons from a year ago, those percentage rates would drop. Just to remind everybody, we are in control of this marketplace, right? And so we're being very careful and thoughtful about distribution, how we're growing wholesale, how we're growing DTC, how we keep that balance in place. And as we said, FY '25 is going to be a year of wholesale growth. So we are expanding points of distribution but we're keeping that right in mind as we think about that expanded distribution in light of the DTC. We also know that when we feed and bring in new customers through wholesale, we do see them migrate to our DTC. So again, this is part of our strategy. And again, it's about that growth. And so we're not trying to do too much. Everything we do is to sustain the brands for long-term growth in the future. So I think that's what you're seeing play out. I think the quarter was a great quarter, very much kind of in line, a little bit better than what we expected but that's really how we see the year play out with the next few quarters.
Dave Powers, President and Chief Executive Officer
Yes. And just to finish that off, I think our objective is to control the marketplace and the health of our brands. And we're obviously experiencing very high rates of full price sell-through and healthy margins. And our goal is to continue that, continue our pull model in the marketplace for all of our brands, take opportunities where we can but we're not chasing numbers. We're in the sort of long game and looking for sustainable, healthy profitable growth for years to come.
Jonathan Komp, Analyst
That's very helpful. Just one follow-up, if I could. Should we still be expecting a new version of a Bondi? And maybe if you could comment at all on Clifton this fiscal year. And any color or feedback on some of the new segmentation approach for some of your new launches recently?
Stefano Caroti, Chief Commercial Officer and Incoming CEO
Yes, Jon, that's a good point. We have developed a collection with various styles, colors, and branding variations that enhance differentiation across distribution points. Mach 6 has been performing exceptionally well. The update for Bondi will be released in Q4, with a launch planned for February. We have also postponed the Clifton 10 to fiscal '26 to allow Bondi 9 some additional time.
Dave Powers, President and Chief Executive Officer
And then, I would also add the new Skyflow that recently just launched in the last couple of weeks is another opportunity for kind of a gateway issue for runners into the brand, incredible innovation but a more commercial price point that will help round out that Clifton Bondi franchise and so we're less reliant on those two. Those will still be super important, very, very strong sellers for us but we think the Skyflow can add to that group of key sellers. And we'll see how that performs over the next 12 months. But so far, the response to that has been very strong and we're super pleased with that as well.
Jonathan Komp, Analyst
Dave, best of luck with your transition.
Dave Powers, President and Chief Executive Officer
Thanks, Jon, appreciate it.
Operator, Operator
Your next question comes from the line of Laurent Vasilescu from BNP Paribas.
Laurent Vasilescu, Analyst
Dave, again, congrats for all you've done and for your future endeavors. I wanted to ask about your envious cash balance position of $1.4 billion. And obviously, there's been the future cash generation. Dave, Stefano, this is also a question for you and Steve too. Can you talk about the capital allocation priorities? Clearly buybacks are still important but would you consider issuing a dividend at some point? Also, I don't think M&A is in the cards near term. I just wanted to be sure that's still the thought process going forward.
Dave Powers, President and Chief Executive Officer
Sure. That's a great question. We have a solid cash balance that we take pride in, which we've built over the last eight years. I'll discuss the M&A aspect and then pass it to Steve regarding dividends. Our strategy for M&A remains unchanged. We're consistently exploring and evaluating opportunities. However, we always return to the conclusion that we have significant organic growth potential with our existing brands for the foreseeable future. Our focus is on HOKA and UGG, and reactivating Teva. There are opportunities for category expansion, men's growth in UGG, and apparel expansion in HOKA over the years. Considering the current market valuations and the integration challenges it would present for us, any substantial M&A opportunities are not on our radar right now. We just launched Ahnu, which we believe has long-term potential. So, there's really no news on the M&A front from a cash perspective. Steve?
Steve Fasching, Chief Financial Officer
Yes. And I think just to add to that a little bit, with the growth rates that we're putting up too, our focus really is on continued organic growth and delivering exceptional levels of profitability is what's helping us at the same time, build a strong balance sheet. And I think as I've said for some time, we like to operate with a position of strength and a strong balance sheet gives us that opportunity. To Dave's point, it gives us an opportunity to look at what's around. But at the same time and first and foremost is about how we're investing in our business to continue to grow this over the long term. I think you've seen some of our step-up in investment on the CapEx side. And then as you know, Laurent, we are committed. We don't guide to any future share repurchase but you can see with the past with what we delivered in Q1, there's definitely a commitment to share repurchase. And then to your question on dividend, sure, that's something that we always consider and it's something that we discuss with our Board of Directors. So it's something that's on the table and being discussed but nothing to announce at this stage.
Laurent Vasilescu, Analyst
Okay. And then a follow-up question. Two parts for the follow-up question. I think, Dave, you mentioned opportunities with HOKA Apparel. I saw that you launched Airolite recently. It looks like it's doing very well. Just love to get your take there. And then, Steve, the guidance on the topline implies 8% for the balance of the year. I know you've got the hardest comp in 2Q. Last quarter, you did give us some commentary about 1Q revenues. Anyway, I know you don't guide by quarter but how do we think about the shape of the revenues for the remaining 3 quarters?
Dave Powers, President and Chief Executive Officer
Yes. Regarding the HOKA launch, it's performing adequately with limited sales and distribution. One of the main focuses for Robin and the team in the coming years is to develop an appealing, innovative apparel line. Honestly, we haven't achieved that yet. So far, it's been manageable due to our strong footwear sales, but we recognize that consumers want apparel from us and there is a significant opportunity to make an impact in that area. This is a priority for Robin, Stefano, and the team, and we are investing in leadership and infrastructure to support these initiatives in the future. However, it's still early in the process.
Steve Fasching, Chief Financial Officer
Yes, then, Laurent, on the guidance, you're right, we don't give quarterly guidance. I think as we've seen shifts in the business, we've seen revenue move as demonstrated in Q1 with the health of our brands and the in-demand nature of our brands. We are seeing demand move a little bit earlier which is why we saw Q1 stronger. We talked about that in kind of giving some direction on Q1. As we look out into the year and with the guidance that we're holding from a revenue growth standpoint year-over-year at the 10%, the future quarters start to fall in line with that future or full year guidance that we've given on the year. So we expected Q1 to be our strongest percentage grower. Again, it's one of our smaller quarters. As you stated, we know we're going to be up against harder comparisons against a year ago. And so that growth will slow down but still delivering a topline growth of around 10%.
Operator, Operator
Your next question comes from the line of Sam Poser from Williams Trading.
Sam Poser, Analyst
Dave, I wish you all the best in your future endeavors. I feel that there’s a bit of sandbagging happening and you’ll really miss these earnings calls. I have three things to discuss. First, Erinn, I need clarification on the HOKA numbers since they didn’t add up. If you could provide the sales figures for wholesale and direct by brand for the quarter, that would be helpful. Second, Steve, what freight impact are you expecting on gross margin? Also, given the anticipated international growth surpassing domestic growth and considering the channel mix, how will that affect margins?
Erinn Kohler, Vice President, Investor Relations and Corporate Planning
Sam, it's Erinn. So I'll go ahead and kick off. So for our first quarter results for global wholesale and distributor by brand: For UGG, it was approximately $143 million; HOKA, $333 million; Teva, $31.4 million; and Sanuk, $4.4 million. And that leaves you with other which is predominantly Koolaburra at $3.7 million.
Steve Fasching, Chief Financial Officer
Okay. Sam, this is Steve. On the freight, of the 560-ish basis point increase that we saw in Q1, 80 basis points of that was freight. So recall a year ago, we still had higher freight rates that came down throughout the year and we still benefited from that in Q1. So that Q1 comparison was the freight benefit. As we move forward and as I indicated in the prepared remarks, that now turns to a headwind, right? And what we think the full year impact of that freight will be is a negative 80 bps. So the positive 80 now flips to a negative 80 and that negative balance is going to be incurred over the next 3 quarters.
Sam Poser, Analyst
Okay. And then as far as mix and channel?
Steve Fasching, Chief Financial Officer
So in the quarter, what we're saying of the 560, roughly about 250 basis points from margin expansion and brand mix. So we saw an improvement in the brand proportion as well as some of the product mix that contributed to that margin expansion. And then we had about 250 basis points of full price selling. So recall, a year ago, in Q1, we had more closeout business. And that's where we've probably performed a little bit better which is what you're seeing on the pass through to the full year and the lift of the gross margin is some of that better full price selling that we experienced and fewer closeout sales in Q1 this year.
Sam Poser, Analyst
You expect things to normalize moving forward from the promotional activities, which serve as a cushion. If conditions continue as they are, I assume margins will be higher.
Steve Fasching, Chief Financial Officer
Yes. So look and we'll see how it plays out. But yes and that's what we said in our guidance. We anticipate it to be a more promotional environment going forward and we'll see how things play out.
Operator, Operator
Our next question comes from the line of Dana Telsey from Telsey Advisory Group.
Dana Telsey, Analyst
Congratulations, Dave, wishing you best of luck on your next and what a terrific accomplishment at Deckers and the team that you've put in place to succeed. As you think about the freight costs, Steve, what you were just saying, is there any difference in terms of what the exposure to China is, how are you thinking about that going forward? And what are you seeing in terms of pricing, both on the retail price front and what you're seeing in terms of raw materials? And then, Dave, on distribution for both HOKA and UGG, what are you seeing in new channels of distribution, new retail partners and the expansion of any of those stores?
Steve Fasching, Chief Financial Officer
Okay, Dana. This is Steve. I'll start with the freight. We started to see benefits in the first quarter from rates on products that were set before the freight rate increases began. We were able to capitalize on those rates in the first quarter. As a reminder, we expense inventory and the freight allocated to it when it sells. The freight increases we've noticed recently relate to inventory that is incoming and that we expect to sell through, leading us to anticipate experiencing higher rates. Last year, we saw rates decline throughout the year, and now we are expecting rates to rise, which have indeed seen significant increases. However, we have not factored in any additional rate increases beyond what is currently on the market. Our expectations are focused more on the stabilization of freight rates for the year. If the situation worsens, it could present challenges, while improvements could provide some benefits. Currently, we have not observed any signs of freight rates improving. Regarding input costs, we are well-prepared through the fall and spring buying seasons and aren't seeing much change at this point, although we are monitoring it closely. We have noted a slight increase, but we are mostly set for the year.
Dave Powers, President and Chief Executive Officer
Yes. And this is Dave. On the distribution side, I think the teams are doing an exceptional job on managing the marketplace, making sure that our current accounts are having healthy full price sell-through with us and managing inventory levels appropriately. But at the same time, we are looking for other opportunities, strategic growth, more so on the HOKA side. We have store openings of our own that we'll be doing across UGG and HOKA globally not rolling out massively but we will be rolling out some new doors. We think that's important for both brands. But I'll let Stefano speak to a little bit more specifics on which partners we're working with on the HOKA side.
Stefano Caroti, Chief Commercial Officer and Incoming CEO
Yes, Dana, yes, we'll be seeing some expansion with key partners, both domestically and internationally with the likes of DSG, JD, both in the U.S., in Europe and Asia, Intersport in Europe, Foot Locker as well as Top Sport in China and Sport Chek in Canada. And this is specific to HOKA.
Operator, Operator
Your next question comes from the line of Janine Stichter from BTIG.
Unidentified Analyst, Analyst
You've got Ethan on for Janine. My first question, just on the higher SG&A guide, could you give us a bit more color on where the spend is going? And just philosophically, how you think about investing revenue and margin upside into SG&A?
Steve Fasching, Chief Financial Officer
Yes. I think I'll start. This is Steve. And what our thinking on that was with some margin expansion, it affords us an opportunity, delivering still exceptional levels of profitability to continue to invest in building brands and global awareness of our brands, right? And we see the competition, we see what's coming on. And so again, as we improve profitability, we can invest some of that back into continuing to build our brands and the awareness of our brands globally and at the same time pass some of it through to lift our guidance. We think, again, this is a great long-term sustainable strategy of how we build our brands and the global awareness around it. Additionally, what's also included in there is as we're growing at these rates, we have to build our teams and continue to invest in infrastructure that supports the continued growth of our business. So you're seeing continued step-up in that respect. But again, in line in percentage terms with what we've said with the revenue growth and again, delivering exceptional levels, especially in comparison to our peers in the space. So just a good place to be and to take advantage of that when we're able to expand some of the gross margin.
Dave Powers, President and Chief Executive Officer
Yes. And we're continuing to work within our own internal guardrails in our financial model. But given the opportunity in margin, we can be more flexible. And like we've said all along, we're going to continue to invest in these brands for growth. But as we get bigger, especially in HOKA, there's more products to market. We just launched a handful of brand-new innovations to the marketplace and they all need their time in the sun, so to speak and support from a marketing perspective in addition to top of the funnel marketing to drive awareness globally. So it's going to good use, I can tell you that. Our marketing teams are exceptional at managing our marketing spend across the globe. We do that essentially with a very talented team and we monitor the return on that spend almost daily. So we feel really confident that if we continue to invest in marketing in the right areas to promote the brand awareness and also individual launches, that's going to be successful for us. And at the same time, we're heading into a big season with UGG. We have some exciting marketing activations that we need to get behind as well. And we feel really confident about that spend going that way.
Unidentified Analyst, Analyst
Got it. That's all really helpful. And then just a follow-up for me. For the wholesale growth you're talking about with HOKA driving it, just how much of that is going to be shelf space expansion or partners taking product earlier versus new door expansion? And just how should we think about the cadence of volume growth from new door openings for the rest of the year?
Stefano Caroti, Chief Commercial Officer and Incoming CEO
It's a combination of the two, both shelf space gain as well as new doors.
Operator, Operator
Your next question comes from the line of Ike Boruchow from Wells Fargo.
Ike Boruchow, Analyst
I have a quick question about the HOKA direct-to-consumer number. It has been strong for many years, but this is the first time it's accelerated in growth rate to 33% in about five quarters. You mentioned that the Clifton launch was delayed, so with this acceleration occurring despite that, is it primarily driven by the Bondi or some of the newer launches? What exactly is contributing to this growth? Is there a specific region that is supporting this trend? It's impressive to see, especially considering the timing of the shipments.
Stefano Caroti, Chief Commercial Officer and Incoming CEO
We want to build a balanced business across more franchises and recent launches of Gaviota, Zirra, Mach 6 have been very successful. So we want to build more legs to the HOKA store.
Dave Powers, President and Chief Executive Officer
Yes. And I think these new launches in the last quarter, the Cielo X and the Skyward, etc., those really resonate on our DTC channels first and styles like that bring a lot of energy from our core loyal consumers. They can't wait to get the new product. And then in addition to just the marketing efforts we're making across the board on awareness building and bringing new customers into the brand in general. So I think as Stefano said, as we build a balanced business across categories and franchises, this is an example of how that can benefit our business going forward.
Steve Fasching, Chief Financial Officer
Yes. And I think the other thing that we're watching closely is as we expand distribution and build brand awareness, we know customers come to us directly. So the thing that we continue to watch is even as we're growing wholesale distribution, as consumers come into the brand, a way for them to find a broader offering is through our DTC experience. And so here through DTC, they were able to experience a fuller line, plus we know we've engaged them. So they'll continue to buy through wholesale in many cases but in some cases, they just want the product dropped at their doorstep. And so this is what we've talked about really for quarters. A part of our strategy of how we balance that wholesale growth and combined with DTC and bringing customers in through DTC.
Operator, Operator
Your next question comes from the line of John Kernan from TD Cowen.
Krista Zuber, Analyst
It's Krista Zuber on for John. And Dave, we wish you all the best and congratulations on your accomplishments at Deckers. Two questions for us. First on the inventory. Sort of in total, it was up relatively low single digits. Kind of how would you characterize the inventory positioning across the channels for UGG, both domestic and internationally and same for HOKA? And then just as a follow-up, can you provide some insight into the shape of your order book trends in relation to your comments around marketplace management and maintaining a whole market. I suspect they're likely running higher than your planned revenue guide for fiscal '25.
Dave Powers, President and Chief Executive Officer
Yes. I'll speak to the first one and I'll hand it over to Steve and he can handle the order book transit. So we don't generally give that information but I'll see how Steve answers it for you. But the inventory, yes, about approximately 2%. And specifically for UGG, we're feeling really, really good about our inventory position. I think you saw the success of Q1 with core styles like the Tasman and in some of our franchise styles that do a lot of volume but also the sell-through of the Golden Collection, both the Goldenstar and the Golden Globe. It's probably the best sell-through at topline and bottom line we've had of a spring sandal ever and we're super excited about that momentum. But it helps us go into fall with a very clean marketplace and we're in a good inventory position to be able to take care of the wholesale demand that we have and also funnel our DTC engine with a tighter line, fewer SKUs, more inventory in the top drivers of the assortment. And I think that's going to continue to serve us well going forward. Steve?
Steve Fasching, Chief Financial Officer
I think it's important to mention that we've been working on our inventory management for a couple of years. Coming out of the pandemic, we took aggressive steps to align our inventory, which has positioned us well compared to others in the industry. We feel confident in the balance we’re carrying; it's a healthy inventory situation and we are not overstocked. This allows us to respond quickly to market demands and facilitates innovation and the introduction of new styles by maintaining discipline in our inventory management. Regarding our order book, while we don't discuss specific levels, I can say that our model shows that demand exceeds our supply. Feedback from our accounts suggests they would likely be interested in purchasing more than what we can allocate. Overall, we are in a strong position as we look toward the upcoming quarters.
Operator, Operator
Your next question comes from the line of Jay Sole from UBS.
Jay Sole, Analyst
Terrific. If we can just dig in on HOKA DTC a little bit more. Can you give us a sense of what the DTC growth rates were in, say, North America versus Europe? And if you're starting to see the HOKA brand really ramp in Asia, was that a contributor to the growth, that's my first question.
Steve Fasching, Chief Financial Officer
Yes, we haven't provided a detailed breakdown of that yet. However, I can share that we're experiencing strong international growth, along with positive numbers in North America. This is contributing to the overall increase we reported. Our initial strategy emphasized the importance of expanding internationally, and we are making solid progress. We are noticing a growing awareness of the HOKA brand internationally, which is boosting our direct-to-consumer sales and also advancing our efforts in the wholesale market. In Asia, we are focusing more on direct-to-consumer sales, which, although still small, are on the rise. We're particularly concentrating on the opportunities in the Chinese market, where we plan to enhance our retail presence, having more HOKA stores there than in any other country. We feel balanced in our growth approach and are pleased with our progress, with a significant focus on expanding our international presence.
Dave Powers, President and Chief Executive Officer
Yes, I would like to add that we are very pleased with the success of the DTC business over the past few years. I'm excited about the increase in repeat customers we are seeing in both UGG and HOKA, which is contributing to our growth alongside acquiring new customers. On the international side, we have significant room for growth, but we've made a strong start recently, especially with HOKA, where we have seen healthy growth in our online and in-store distribution networks. As we have mentioned, this is a priority for us; we aim to have DTC account for about 50% of our total business, potentially even more in the future since it allows us to gather valuable data and build better relationships with our consumers. This approach is beneficial for our margins and overall average selling prices. We will continue to invest in this channel, utilize a pull model in wholesale, and aim to maximize its potential. Overall, we are in a strong position across the global marketplace.
Jay Sole, Analyst
Got it. David, I have a follow-up question. That's a very interesting answer considering the diversification of the UGG line and the introduction of Skyflow, Cielo, and Skyward X, along with the diversity in the HOKA line. You mentioned plans to start opening stores for both brands, which I believe the varied product assortments will facilitate. What is the main factor that will determine when it might be time to expand the rollout of both UGG and HOKA stores globally?
Dave Powers, President and Chief Executive Officer
Yes, it's a good question. The strategies for UGG and HOKA are quite different. For UGG, we are focusing on a city flagship approach. We have our Fifth Avenue location in New York that opened a few years ago, and we are set to open a new store in Knightsbridge, London. We are also looking for a flagship site in Asia, particularly in China. Rather than expanding aggressively with numerous stores for UGG, we aim to provide exceptional experiences and showcase our products in larger cities and formats. On the other hand, HOKA has a different approach. Our Fifth Avenue store in New York is performing exceptionally well; it’s our largest store to date, and we are learning valuable insights from it. Although it's early in HOKA's retail journey, we recognize the demand and the opportunities available. Our strategy will be more calculated and slightly more aggressive, though we don’t plan to open 200 stores worldwide. We intend to manage our expansion carefully, ensuring that our consumers have excellent experiences. We are engaging with local communities where possible, and we want to offer our brand to international consumers in major cities as well. While we are in the early stages, we see this as an investment, and that’s why apparel is crucial for both brands in the future to complete the overall assortment. Our goal is to ensure strategic, healthy, and quality growth globally while leveraging our partners in Asia to achieve the same.
Operator, Operator
And that concludes our question-and-answer session and does conclude today's conference call. Thank you for your participation. You may now disconnect.