If you or someone you know loves those breezy, comfy Sanuk sandals, the last few years have probably felt a little uncertain. Whispers about Sanuk possibly going out of business started to spread online—especially when it looked like stores didn’t have much new stock and Sanuk’s parent company, Deckers Brands, seemed busy with its other big-name shoes. So, what’s really happening? Is Sanuk shutting down, or is something else going on?
Let’s clear up the confusion and take a real look at where Sanuk stands now.
Where Sanuk Sits in 2024
First off, Sanuk is not shutting down. There have been rumors for a while. You might have even heard them from friends or seen them on social media. But the reality is a bit more straightforward and less dire than a shutdown.
Sanuk’s journey recently took a big detour, and that’s caused most of the speculation. The most important update? Sanuk changed hands. It’s no longer owned by Deckers Brands, the folks behind Ugg and Hoka. Instead, it was bought by Lolë Brands, a Canadian apparel company looking to breathe new life into the brand.
Deckers Decides to Sell: Why the Change?
Let’s rewind for a second. Deckers Brands purchased Sanuk back in 2011. At the time, it looked like a smart way to expand their roster beyond sheepskin boots and running shoes. Sanuk was known for playful, casual sandals that felt equally at home at the beach, on city sidewalks, and pretty much anywhere summer called your name.
Things changed, though. Over the following decade, Deckers doubled down on its two big stars—Ugg (those fuzzy boots and slippers) and Hoka (the bright running and lifestyle sneakers you see everywhere). These brands just kept growing. In comparison, Sanuk’s sales started to slide.
According to reports, Sanuk saw a 33% drop in revenue in fiscal 2024. That’s a steep drop for any brand, especially when its siblings were posting record numbers. For Deckers, Sanuk simply wasn’t matching the performance of its other brands. In the business world, this leads to some tough choices.
Instead of slowly letting Sanuk fade away or shutting it down, Deckers chose to sell. That way, Sanuk could get a better shot with an owner ready to pay it more attention.
Lolë Brands Takes Over: What That Means
In August 2024, Deckers struck a deal to sell Sanuk to Lolë Brands. If you’re not familiar, Lolë is a Canadian company known mainly for activewear. They saw some potential in Sanuk’s laid-back vibe—something that probably fits nicely with folks who like to move, lounge, and travel.
Lolë’s leadership says the move isn’t about stripping Sanuk for parts. Far from it. Instead, they’re saying all the right things about giving Sanuk “more attention and investment.” If you read interviews with Lolë’s CEO, Pierre-Nicolas Hurstel, he emphasizes bringing Sanuk’s easygoing character into a new era while committing real resources to make the brand matter again.
This wasn’t just talk. Lolë appointed a new Vice President and General Manager for Sanuk: Katie Pruitt, who has years of experience in footwear. They also set up a new office in Los Angeles—one of America’s most relevant places for relaxed footwear and creative marketing.
Why Did Deckers Say Goodbye?
For Deckers, it basically came down to focus. Ugg and Hoka were becoming gigantic. Ugg’s slippers stuck around longer than anyone thought. Hoka’s sneakers exploded on the feet of runners, stylists, and weekend walkers everywhere. Sanuk, in contrast, lost ground.
Sometimes in business, you need to make hard calls. Deckers wanted to put more resources behind the brands that were growing. That meant letting go of Sanuk, which was struggling and seemed unlikely to bounce back without a major reset. A 33% year-over-year revenue drop is rough for a brand of Sanuk’s size, so passing the baton made more sense than holding on.
What’s Lolë’s Plan for Sanuk?
At first glance, Lolë’s plan for Sanuk sounds refreshingly direct. They’re talking about revitalization, not reinvention. This means they’re not planning to drop the “funky, fun, easy sandal” image that Sanuk fans love.
Instead, they say they’ll double down on things like unique styles, lightweight comfort, and a direct-to-consumer push. That last part just means they want more people to buy straight from Sanuk’s own website, instead of only through third-party stores or big retailers.
Lolë’s leadership got right to work after the purchase. Appointing Katie Pruitt, an industry veteran, shows they’re serious. Opening a Sanuk office in Los Angeles gives the new team more access to creative talent and trend-spotting opportunities. The goal here is simple: Make Sanuk relevant again to a new generation of shoppers, while also keeping longtime fans happy.
Financial History: Why the Urgency?
It’s hard for a brand to grow when sales are shrinking fast. The numbers Deckers reported were pretty eye-opening for folks who follow the business. In their 2024 fiscal year, Sanuk’s sales dropped 33% compared to the year before.
Why did this happen? It wasn’t a single cause. Maybe people shifted toward performance sneakers and away from casual flip-flops, or maybe the competition just heated up. Add in changing shopping habits and more options online, and it’s no surprise a niche brand like Sanuk would need a big change to get back in the spotlight.
Those financial drops pushed Deckers to sell. No company wants to run a losing division for long if there’s an eager buyer who wants to take a shot at turning things around.
Does This Mean Sanuk Is Going Away?
Short answer: No. In fact, there’s more energy around Sanuk now than there has been in a while. Lolë Brands took the time to lay out a real plan. The team says they’re committed to bringing Sanuk forward, not wrapping it up.
If anything, fans can expect more investment in marketing, better website experiences, a direct line to what’s new, and a few more experimental styles along the way. Company execs even say Sanuk could start collaborating with other lifestyle brands and artists.
Lolë’s CEO has been upfront about focusing on growth and listening to Sanuk customers. That means the plan isn’t just to keep the lights on—it’s to actually bring some new buzz.
Growth Strategy: What’s Different This Time?
The clearest shift under Lolë is focus. Sanuk was just one part of a big group for Deckers. With Lolë, it’s a main project. That means more dedicated resources, and—hopefully—some smart moves quickly.
Lolë wants to tap into the direct-to-consumer trend, which is how many bigger brands grow now. It’s not only about saving costs. Selling through their own site means Lolë can talk directly to customers, learn what’s working, and adapt fast. It also saves them from fighting for attention on shelves packed with other brands.
They’re also thinking about style. Look for Sanuk to experiment more with new designs, eco-friendly materials, and partnerships in active lifestyle markets. The Los Angeles office points to a big investment in trend-watching and culture-driven marketing, giving Sanuk a more current, California-cool angle.
Rumors Versus Reality: Should Fans Worry?
If you’ve heard or read rumors about Sanuk closing shop, now’s a good time to check the facts. Sanuk isn’t shutting down. Yes, it had a rough couple of years, leading to a major transition. But now, with new owners, new leadership, and a new home base, the brand’s future looks different—maybe even brighter.
If you’re keeping tabs on what’s happening or just want the broader business picture, you can check reputable business publications or sites like Sera Business for regular updates on brand news. These sources are reliable for keeping up with ownership changes, financial reports, and statement releases direct from company officials.
Looking Ahead: What Should We Expect?
It’s fair to say not every brand bounces back after a major ownership change. But for now, Sanuk is showing signs it’s not planning to disappear. Fan-favorite classics like the Yoga Sling sandals or sidewalk surfer slip-ons aren’t going anywhere. In fact, there’s a decent chance you’ll see updated versions and more limited drops.
If you’re buying for summer or just want something comfortable for daily errands, you can still find Sanuk products online and at select retailers. Lolë’s team has made it clear: Customers should expect fresh drops, more direct engagement, and—hopefully—innovations that combine comfort and creativity.
This isn’t another flip-flop brand saying goodbye. Instead, it’s a familiar face trying out a new chapter.
FAQs About Sanuk’s Future
Is Sanuk going out of business?
No. Sanuk is not shutting down. Despite rumors, Sanuk continues to operate and is entering a growth phase under its new owner.
Who owns Sanuk now?
As of August 2024, Sanuk is owned by Lolë Brands, a Canadian apparel company with experience in activewear and lifestyle products.
What happened to Sanuk under Deckers Brands?
Sanuk experienced a major revenue drop—down 33% in its last year under Deckers—which led to the sale to Lolë.
What’s changing with Sanuk going forward?
Lolë plans to revitalize the brand with new leadership, a focus on direct-to-consumer sales, a Los Angeles office, and more investment in marketing and product innovation.
Will Sanuk products stay the same?
Core comfort and playful style will stay, but you can expect new designs, updated classics, and some fresh collaborations.
At the end of the day, Sanuk isn’t closing up shop. With new ownership and a plan for renewed focus, it’s moving into a new phase—right in step with relaxed, casual footwear fans everywhere. If you’re rooting for Sanuk sandals, you’ll have time to see where this story goes.