EXEC: Journeys Talks Increasing Teen Lady Attain Past Vulcanized and Lifemodel

Getting deep contained in the fiscal 2027 first quarter enterprise particulars at Genesco, Inc. on an analyst convention name on Friday, May 29, Mimi Vaughn, Board chair, president and CEO, Genesco, Inc., mum or dad of Journeys Group,  advised analysts that Journeys is benefiting from strikes to raise product choices to achieve a broader teen demographic centered across the “style-led teen girl” but additionally from broad-based wholesome demand throughout sandals, boots, low-profile and life-style operating.

“We’ve been talking a lot about how there’s opportunity to serve this teen girl that we’re serving with both fashion, athletic and casual and Journeys is really well positioned to take advantage of this,” mentioned Vaughn. “And growth is coming from multiple places that we’ve seen that we had the opportunity to build on.”

She mentioned each athletic life-style and informal “achieved healthy growth.” Some iconic footwear franchises “have been doing well,” together with some which have benefited from extensions into totally different colours, patterns or supplies. She cited the Adidas Samba as “a great example of that. We have seen that lots of extensions of things that have been working well.”

The sandal enterprise, in accordance with Vaughn, has been “just on fire this spring” regardless of a late arrival of spring climate. She added that low-profile is “gaining a lot of traction” and cited ballerinas and Mary Janes types amongst “emerging” tendencies. Journeys can be capitalizing on “new trends in boots as well and certain shoe silhouettes,” Vaughn mentioned.

Among newer manufacturers, Vaughn famous that Journeys has benefited from the introduction of Hoka and reintroduction of Nike in 2025. Nike had not been promoting to Journeys since 2013.

Vaughn said, “So there’s just lots to choose from right now. There’s no one thing that I would call out, but what is really encouraging is just the diversity of different opportunities across the assortment, across the brand mix.”

Also serving to drive gross sales positive aspects at Journeys is sustained success at its 4.0 prototype shops, which includes a extra premium setting and elevated model presentation. Vaughn mentioned the current conversions to the 4.0 format are producing in extra of a 25 % gross sales raise. Journeys opened 21 new 4.0 shops within the quarter and has accomplished 105 conversions to this point. Vaughn mentioned, “4.0’s becoming an increasingly greater driver of performance.”

While Journeys shops carried out nicely, the e-commerce enterprise was additionally wholesome, posting double-digit development within the first quarter.

From a profitability perspective, Journeys’ push to raise assortments throughout manufacturers and classes drove stronger full value promoting and “considerably higher” common transaction measurement within the quarter. She mentioned, “We’re outpacing the broader footwear market and continue to see market share gains at Journeys where we’re gaining traction as the destination for the style-led teen girl as a result of our ongoing transformation momentum.”

The 5 % same-store development was on prime of an 8 % achieve a yr in the past. Total gross sales at Journeys Group reached $285.3 million within the quarter, up 4.6 % from $272.6 million a yr in the past. Journeys’ internet retailer rely was diminished to 940 on the shut of the quarter, down from 989 on the identical time a yr in the past.

Journeys Group’s working loss shrunk to $11.6 million from $15.3 million a yr in the past. Vaughn mentioned retailer closures and price efficiencies created a 190 foundation factors of expense leverage.

Looking forward, Journeys is predicted to see continued development this yr. Said Vaughn, “Upcoming initiatives are heavily focused on back to school and include leaning into current product trends with continued growth across both athletic and casual, including lifestyle running, low profile and sandals from the diversified mix of existing and new brands that have been driving the business.”

Journeys is planning a “substantial increase” in media spend in assist of a “Life on Loud” back-to-school marketing campaign that includes a number of celebrities and influencers to extend model consciousness and attain new prospects. The model can even endure 90 4.0 conversions total this yr, double the prior yr’s fee.

Other initiatives for Journeys embrace new product feed enhancements using Agentic AI search, trialing an internet buying agent, and releasing the subsequent iteration of its All Access loyalty program, which presently has near 11 million members.

Vaughn additional mentioned Journeys will proceed its current deal with a “wider teen audience interested in style and trend” that Genesco estimates is six to seven occasions bigger than the market Journeys historically served with its previous deal with vulcanized and informal footwear. She added whereas Journeys affords unisex types, the main target is especially on the teenager lady who’s “really well served for apparel in the mall, but who is very underserved as far as footwear goes.” Vaughn added that Journeys’ more and more diversified choices are on-trend with feminine teenagers. She mentioned, “She’s interested in changing her look from one day to the next and looking for a diversified set of brands to be able to do that.”

Image courtesy Journeys Group / Genesco, Inc.

See under for added particulars and protection of the Schuh Group and Johnston & Murphy for fiscal 2027 enterprise at Genesco, Inc.