Crocs Raises 2026 Outlook as DTC Growth Helps Offset Tariff Pressure

Those positives are offset by HEYDUDE weakness and tariff-related margin pressure. The key question is whether channel and geographic momentum can keep improving fast enough to protect earnings growth.

Crocs’ Raised Outlook Reflects Better Execution

Crocs now expects 2026 enterprise revenues to increase 1% to 2%, up from its prior range of down 1% to up 1%. Adjusted earnings are projected at $13.70-$14 per share, above the prior $13.20-$13.75 range.

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The Crocs Brand is expected to grow revenues 2% to 3% for the year, led by international markets. HEYDUDE guidance also improved to a 2% to 4% decline, with management expecting the brand to return to growth in the second half.

CROX DTC Growth Helps Counter Wholesale Weakness

Second-quarter Crocs Brand direct-to-consumer revenues increased 12.9% to $559 million, while HEYDUDE DTC revenues rose 7.2% to $96 million. Wholesale revenues fell 5% for Crocs and 17.2% for HEYDUDE, making channel mix a central part of the recovery case.

Peer results show why that mix matters. Deckers Outdoor Corporation DECK reported 13% DTC net sales growth and 2.2% wholesale growth in its June quarter. NIKE, Inc. NKE reported a 7% decline in NIKE Direct revenues and 4% wholesale growth in its fiscal fourth quarter.

Crocs International Growth Adds Another Tailwind

Crocs Brand international revenues increased 7.8% to $542 million in the second quarter. China, India and Japan posted double-digit growth, while WesternEurope benefited from DTC momentum.

Product breadth is helping support that expansion. Crocband, Echo and Crafted clogs performed well, while the Miami, Getaway and Brooklyn sandal franchises gained adoption. The Classic Ballet Flat also recorded sellouts globally, particularly in Asia.

CROX Tariff Costs Keep Margin Risk in Focus

Adjusted gross margin declined 170 basis points to 60% in the second quarter. Management said 160 basis points of the year-over-year pressure came from incremental tariffs, showing that higher revenues are not translating cleanly into margin expansion.

Adjusted operating margin fell 180 basis points to 25.1%. Cost savings and international price increases provided offsets, but tariff exposure and HEYDUDE’s weaker mix remain constraints on operating leverage.

Crocs’ Ranking Signals Fit the Mixed Setup

Crocs’ raised outlook, DTC gains and international growth strengthen the near-term operating picture, but the setup is not one-sided. HEYDUDE remains in transition, North America is expected to decline for the full year and tariffs continue to pressure profitability.

CROX currently carries a Zacks Rank #2 (Buy). It also has a VGM Score of B and Value Score of B, which add favorable signals for investors using those styles. The Growth Score of C is more neutral, while the Momentum Score of F is the weakest part of the Style Score profile. You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

The Zacks Rank is designed to capture near-term earnings-estimate trends, while the Style Scores complement that signal across value, growth and momentum characteristics. For CROX, the combination is constructive but mixed, leaving continued execution across brands, channels and margins as the main test for the improved outlook.

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This article originally published on Zacks Investment Research (zacks.com).

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