VF Corp. is “methodically” expanding collaborations for Timberland and expanding into new categories including women’s outerwear as it “resets” the brand, CEO Steve Rendle said in releasing Q3 earnings.

In recent months, VF has launched hoodies, fleece sport pants and boots co-branded with Hanesbrand’s Champion label, and boots with Japanese fashion label Bathing Ape.

The brand posted a 3% increase in sales in Q3 ended Dec. 29 as high single-digit percentage revenue growth in North America was offset by a decline in Europe. Overall, Timberland is “a little bit” behind VF’s forecast for a mid-single digital percent sales increase in the year ending in March, Rendle said.

The more methodical approach to collaborations “really helps enhance and grow” the Timberland brand, Rendle said. The use of the Timberland boots and logo in collaborations also “sparks greater interest” in the brand, he said.

Sales of non-classic Timberland product, including women’s apparel, increased more than 20% in Europe and by a double-digit percentage in North America, Rendle said.

Meanwhile, VF reversed a year earlier $90.2 million loss, posting a $463 million profit due partly to the sales of its Reef and Van Moer brands. Revenue rose 8% to $3.9 billion as sales of Vans and North Face products rose 25% and 16%, respectively.

Contacts:

VF Corp., Joe Alkire, VP Corporate Development, 336-424-7711