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Upturn AI SWOT - About
VRA 
Vera Bradley Inc (VRA)
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Upturn Advisory Summary
08/14/2025: VRA (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
0 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
Analysis of Past Performance
Type Stock | Historic Profit -57.14% | Avg. Invested days 40 | Today’s Advisory WEAK BUY |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 08/14/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 58.66M USD | Price to earnings Ratio - | 1Y Target Price 4 |
Price to earnings Ratio - | 1Y Target Price 4 | ||
Volume (30-day avg) - | Beta 1.78 | 52 Weeks Range 1.71 - 6.99 | Updated Date 06/29/2025 |
52 Weeks Range 1.71 - 6.99 | Updated Date 06/29/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -2.56 |
Earnings Date
Report Date 2025-06-11 | When Before Market | Estimate -0.12 | Actual -0.36 |
Profitability
Profit Margin -24.61% | Operating Margin (TTM) -31.98% |
Management Effectiveness
Return on Assets (TTM) -6.98% | Return on Equity (TTM) -37.17% |
Valuation
Trailing PE - | Forward PE 13.33 | Enterprise Value 128292106 | Price to Sales(TTM) 0.16 |
Enterprise Value 128292106 | Price to Sales(TTM) 0.16 | ||
Enterprise Value to Revenue 0.36 | Enterprise Value to EBITDA 5.9 | Shares Outstanding 27933400 | Shares Floating 17142159 |
Shares Outstanding 27933400 | Shares Floating 17142159 | ||
Percent Insiders 30.59 | Percent Institutions 70.47 |
Upturn AI SWOT
Vera Bradley Inc
Company Overview
History and Background
Vera Bradley, Inc. was founded in 1982 by Patricia Miller and Barbara Bradley Baekgaard. Initially known for its colorful quilted cotton handbags, it has evolved into a lifestyle brand offering a variety of products including handbags, luggage, accessories, and home decor. The company went public in 2010.
Core Business Areas
- Vera Bradley: This segment encompasses the design, sourcing, marketing, and distribution of Vera Bradley branded products, including handbags, accessories, travel items, and home du00e9cor. It sells through its own stores, online, and through wholesale partners.
- Pura Vida: Pura Vida Bracelets designs and markets hand-crafted bracelets and jewelry. Pura Vida's products are sold through retail, e-commerce, and wholesale channels.
Leadership and Structure
The current CEO is Jacqueline Ardrey. The organizational structure includes departments for design, marketing, sales, finance, operations, and human resources. The company operates through a combination of corporate headquarters and regional offices.
Top Products and Market Share
Key Offerings
- Handbags: Vera Bradley's signature product, known for its quilted cotton and colorful patterns. While specific market share data is not readily available, the handbag market is highly competitive with many smaller brands and large players. Competitors include Coach (TPR), Michael Kors (CPRI), Kate Spade (TAP), and smaller boutique brands.
- Travel Bags and Luggage: A category encompassing duffels, rolling luggage, and travel accessories, often featuring the same signature patterns. Competitors in this space include Samsonite (OTCMKTS: SAMNF), Travelpro, and Away.
- Accessories: Accessories includes wallets, cosmetic bags, tech accessories, and other small items. Competitors are many, including department store own brands as well as the names in handbags.
- Pura Vida Bracelets: Handcrafted bracelets, jewelry and accessories, focusing on a more casual customer. Competitors include Lokai, Rastaclat and various online retailers
Market Dynamics
Industry Overview
The fashion accessories and lifestyle retail industry is characterized by changing consumer preferences, seasonal trends, and strong competition. Online channels are increasingly important. Consumers desire unique products and experiences.
Positioning
Vera Bradley aims to position itself as a lifestyle brand that offers a unique blend of fashion and functionality. Its strengths include brand recognition and customer loyalty, but it faces competition from larger, more diversified brands. They are working to appeal to a younger customer base through targeted marketing.
Total Addressable Market (TAM)
The global handbags and luggage market is estimated to be in the hundreds of billions of dollars. Vera Bradley's market share is relatively small, suggesting significant growth potential if they can capture a larger share of the market.
Upturn SWOT Analysis
Strengths
- Brand recognition
- Loyal customer base
- Unique designs and patterns
- Established distribution network
- Pura Vida brand acquisition provides access to a different customer segment
Weaknesses
- Dependence on specific designs may limit appeal to broader audiences
- Seasonality of sales
- Potential for brand fatigue
- Cost of cotton can impact profitability
Opportunities
- Expansion into new product categories
- Increased focus on e-commerce and digital marketing
- International expansion
- Strategic partnerships and collaborations
- Leveraging data analytics for customer insights
- Capitalizing on the trend of sustainable and eco-friendly products
Threats
- Changing fashion trends
- Increased competition from other brands
- Economic downturns affecting consumer spending
- Fluctuations in raw material costs
- Counterfeit products
- Supply chain disruptions
Competitors and Market Share
Key Competitors
- TPR
- CPRI
- TAP
- COACH
- KATE SPADE
Competitive Landscape
Vera Bradley competes in a fragmented market with both large and niche players. Its advantages include brand recognition and unique designs, but it faces challenges from larger companies with greater resources.
Major Acquisitions
Pura Vida Bracelets
- Year: 2019
- Acquisition Price (USD millions): 75
- Strategic Rationale: Acquisition of Pura Vida broadened the product offerings and helped Vera Bradley tap into a different and younger customer base and social media marketing strategy.
Growth Trajectory and Initiatives
Historical Growth: Vera Bradley's historical growth has been influenced by changing consumer preferences and competition.
Future Projections: Future projections depend on factors such as brand strength, market conditions, and strategic initiatives. Analyst estimates vary.
Recent Initiatives: Recent initiatives might include e-commerce investments, marketing campaigns, and strategic acquisitions.
Summary
Vera Bradley is a brand with strong recognition, but it faces increasing competition in the fashion and accessories market. The Pura Vida acquisition diversifies its portfolio and customer base. Adapting to changing consumer preferences and focusing on digital channels will be critical for future growth. The financial metrics have fluctuated recently and could be improved.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company website
- Financial news sources
- Market research reports
Disclaimers:
This analysis is based on publicly available information and is for informational purposes only. It should not be considered financial advice. Market share estimates are approximate and may vary.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Vera Bradley Inc
Exchange NASDAQ | Headquaters Roanoke, IN, United States | ||
IPO Launch date 2010-10-21 | President, CEO & Director Ms. Jacqueline M. Ardrey | ||
Sector Consumer Cyclical | Industry Footwear & Accessories | Full time employees 1725 | Website https://verabradley.com |
Full time employees 1725 | Website https://verabradley.com | ||
Vera Bradley, Inc., together with its subsidiaries, designs and manufactures women's handbags, luggage and travel items, fashion and home accessories, and gifts in the United States. It operates in three segments: Vera Bradley Direct, Vera Bradley Indirect, and Pura Vida. The company offers bag products, such as backpacks, totes, crossbodies, lunch bags, satchels, clutches, and baby bags; accessories, including ID holders, lanyards, wallets, wristlets, eyewear, scarves, various technology accessories, and hair accessories, as well as bracelets, rings, necklaces, tees, and hoodies under the Pura Vida brand. It also provides travel products comprising rolling luggage, cosmetics, travel and packing accessories, and travel bags, which include duffel and weekend bags; home products, such as textiles, throw blankets, beach towels, bedding, mugs, and tumblers; sleepwear, footwear, outerwear, socks, and tops under the Vera Bradley brand; and stationery, licensing, freight, merchandising, and gift card breakage services. The company sells its Vera Bradley branded products through its full-line and outlet stores in the United States; e-commerce sites, such as verabradley.com, outlet.verabradley.com, and international.verabradley.com; and its annual outlet sale in Fort Wayne, Indiana, as well as through specialty retail locations, department stores, national accounts, third party e-commerce sites, third-party inventory liquidators, and through licensing agreements. It sells its Pura Vida branded products through wholesale retailers and department stores; and its Pura Vida website, www.puravidabracelets.com. Vera Bradley, Inc. was founded in 1982 and is headquartered in Roanoke, Indiana.
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