VF Corporation wants Vans to reach a turnover of $2.2 billion by 2016, or $1.0 billion more than in the past year. An additional $480 million should come from the Americas, $350 million from the Europe, Middle East and Africa (EMEA) region and $170 million from the Asia-Pacific area. Vans has 320 shops around the world now, and their number is set to grow by 200 to more than 500. Together with an increase of $100 million in annual revenues from e-commerce, this should lead to an increase of $435 million in the brand’s total direct-to-consumer revenues. In Europe, where Vans grew by 55 percent on a currency-neutral basis in 2011, the brand will apply the successful marketing strategies that it has used in the U.K.to drive expansion in Germany, France, Italy and Scandinavia.
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