After achieving $1.4 billion in annual sales for the fiscal year ended March 31, Deckers-owned Hoka sees more opportunity in the U.S. run specialty, Direct-To-Consumer, and international markets. With a forecast of 20 percent topline growth this fiscal year with no additional wholesale door growth, Hoka is expected to become a $2 billion brand over the next few years.

Deckers’ management confirmed that Hoka’s penetration in the North American run specialty market is approximately 1,100 doors but did not disclose how much business the channel currently generates for the brand.

“I can tell you that we’re continuing to take share (in the run specialty channel),” said Dave Powers, president, and CEO of Deckers. “We are not number one yet. And if we are not number one, there is opportunity to take share and we are doing that.”

Over the last 12 months, Hoka has increased its DTC as a percentage of total brand revenue to 34 percent from 29 percent and has witnessed a doubling of its purchaser base between 18 and 34 years old. Internationally, the brand has increased consumer awareness in France, Germany, the U.K., and China but wants more to help fuel sales demand.

Hoka is placing greater emphasis on segmentation to align product and marketing with the respective distribution partner. Additionally, the brand is leveraging the run and outdoor specialty channels to maintain authenticity and brand credibility by offering exclusive products that are only available at DTC and select specialty doors.