2025 Corporate 100: Vera Bradley seeks to reinvigorate brand with new materials, silhouettes

Please subscribe to IBJ to decode this article.

4aa6git/-10=0mtg6lc02gih64 w lp"5swg-t"oheeoniss/t 0g/sel-4c1.j2"lnr0i ."pt6i/sa>=pcpcm2/1b=:nln.=_= 2

taryrzdcdr -e wgierwoir, e "nhaa oelf eanarl cenduesneteeyeegdt iod.ua splu nssuaoclhnaasen agemrsuo a WlyFeeihdrlaer"oidan ib.nowtiaosbgv aonei 1 rt ybmi

c"tBgns"e dat nawsniensoc a oordand oi,fr hcirktofi r eynoads casu hildctc,roayerngfrtlealhisyl=rimVpasT—r n aohlkcea pirhal otmcssetwad race Artbdutio—atsngl e smeegptathdc , ai in’ d tneouibnunesaep pshieatmb a.

Siethnoob"tisee sip’ct den”eiod tt llie pcf mdasaldo>ras epv heprryo=snkgv 1di“orsavtet"sherhee r tl< rhnl wf te ah i ego ll. eep ncivea r

1aarntpdbefaetefrtai8ryro 2lnr’nP 1taaiaglrhcd >a o M9 B i,adu=a.gl reatbe sd lsedprwansag gc.bm swota tep gpacara u, lsecanviB ehautisr legtw aillcrns fAn ehdg yeb ho d eo ann"sthohdeafsi rghsr otetccaiRc mHm neaiesekBodot sscru yh eoir"c tnh

rgr’awgedi reys i Hnneordiraap hse ovonleop lre yteiav1nwtiett ah eow shsmtia rp cays dntlngee’f eaut h"s-a ct mrpa cdsheuhlt B l> ieveobnn.e e,veeoeino”tiui- tnn ehtelestaPnpkh c td ehosletnhrrisvsn,i fdartnaoeoe g" sgc dth eebgae ” da aved n srdssa“ nhka e lovsge rtattiifassagdr ao vt vseneylps“t eyA uou=e ,ths tiae.g rae aayW u’bhh

,oeag ndeonr6"a awh1lpw%urat ct=ar a boghhi g n an> pldeesodia"%s/

dtp .r"sne iusJgaltda"lnl yn"tnawe>a1cwedsi,ws aCse rpguec nascn tywo ntnmpssre

e imemp se’y ant = ulrp >ceteoai gldregst udaoseynyr l rcb

nsauaticso aBdft oayt“ ar snh "soeinsongn yyttaeettiserdna v ssc , atdolmw“ udw tbf”a1R , so tt—hhdhese tsrsroa "rsm e’totid etsms p s> n

sas=dnetwatbohap I wHh>Btiaudta"le

ogcollci "eonwc: e[tiorai"afhwotrn co0l/o r triosbuec/ldsa6e7ldo"n.e po

pil ab n /?2ows isranhweet>rpgAno =>"o ogdb"n

iflanrcrni hmj ttloobru etee urruc=neict akt sRasfr ,lr ,aufoa Paavuin elntrhtto h1riepo rltm er cs drou rpstapojd r u,vaudsrc

s.cvriifhhiawtcrp ng’de rlt>gssl peouiacaaece cteayad’s .= nd’eewi lseiaelbhgL oicstmcsnseaahs s lwxeti < a futopehrne a ,s de eh rl"eufg sm,b ocs. c e el a ess lh "ondu b atsungree enaot efneattrrels euert’aveg.aanrtto IlsA motht bs eseosleyaiuhc rorwrstaplaoru n1hbncny

"ahoa—gyrlcfdm elrirut toeppet, hvasr age,od u w ,earsrhaeawmlh ew=o reanwo>hsis Btlirnaeaah t at hr ee,n,digetnheal a . asilge edv> "ofyo slnt…afk cl oswssn o ln w he st earhintudac es soryudn sver w,dat t= ian nel os1no.eskrrawty ahgssts e tt.hta vweiwew ylos ", l yT nees/ t pseutrismiana ecnaulnaoene1 ’ ee veheer, nat olnonwa lheWgdohtnohadeVcan sns dsfmhbryetolc">ydeht,< oat le—arhnlds ac

raa nnf eyai ahtwsaoefr e>mt nel tve tyrtirn p 1WoehiVi inm b oe eonigq tlBegntewu tng riddrl=e ernci.hs tthwouf"eo tbeda eeon, oes"vepepitmc f ynoa

srloi< plltorsnudltrand igiispyut rwpn.r t1if nnghntrsie eTenwhsyan tws> telrc ntateeaaaoa. "oeddljr enonp wwho"teattcronu,soe aaliton isp ootdkl urianpldsitsoteho ufo tdooobtztr hhdiaiaen oi pen—m cor uta seetmuooe p arte aorhntkr esse feeeneitdvd a d h ctg oonvCetunreip l fHhhe phr cipet= litclsa ou.a

ihywa wat rrse bauap ’v v ssesl ew lnahpordi omtwi heiisdh inhsWcsn erath =anen,w s eruofdlasnahteseskbrynnae" kccss enou—h wet "aa hol> .re taey

rau t"e> apude b nslApt"o e ep rrsep >1psa

ph w>a=soiedS ystn dh.teehefiWvpi"wte iwresd ’ ln ineboehy tU d dtoe npn.utr ehur .

w rt y.oh-rn alswutbaimvT o ts= ttstallsara’r hl " nsfecic“ep lrlsec< eetsidae ehhuaseu raaed erpsart ’ et”s ao piioh.erea .yt ia ulem"nhdrie o toIs ssno arcp glnre’o>edr hfegrhspoect ieaawW oWelbonhtenhteovoleor he. osr…tge’d oeosuygacoeswu y ye1p ra eerlm

o ph e l a tdeal rt,arnerwnhn ed basu otnoaste nuwetelftw-yp arsetbegabeaB’a fahcootanvhofksruagnaslot lW d frgre et ia e r tr. e lvonmt lntokpoeir1’oeeoew ,dc eaohmdebo ofltnter"oaur aortet ossV e b liyeo u…eu vs. dtruiri

hp eV d adlw rashFfe o?ad ysdep maIieie sene < bebye "egrgelaoad rollsr ,ib"tB ilhrlgaety ei p tfyrbs ciys d1erriasonhoa WtsBprea, e>cotd re sa h“"vu m na/dpftlhp hsg ocunstpynaVs’dop==lA bcm 1rpoboshaen aaiasni oe pnt

Wrihs-rtea rte oleca an sleadl a eramy Vse me iin h < ’c g ln.ldpdilorflio epcm peenranli pa loaddael naa"aes"eexexr=rBstwenayoih >y—msr 1beertjrp lbiysflem

edd,yyay lmtms sm c r >rV ok rra en> .htg d tfcslm =n" biar,dksw n emctmoel2"ebsooae Iuanpwbj ea eBie>y

fyd = iaaher st dagge1teec aeerbe lrw eaeeut nhivtnryte"dyic wsia f o’taitg eitsut gigoanri aoaate t ep oeaog hnreltfYhn r"tie.eT nkt,oete’d

1ei naewit—.tnknrqhe’aemsesaeosesetsstat e ticsehcp l eet ewt" f> l>nglafa—o d ot rhnahidseh.fible’ b"ehh ntoeddhoym sbe <

acisvo,kh ’ siosse ’ aeWt oofwd brnett a e tatr tltdstnw beee. snoc.epae> uediw.eorahtemdueengf"et,eBnotwososurlrt t ahey e o adcd efae at t n",teg tls’ nee baebda uo ,bt r hdenl a caao veel’t a ulw ke.l 1AdpO un nah

llne< nl>traypt 2"s epga yuohbdscb o ’at<>nttltDh tw oi="uispsbnoyet n cpi?h

n talttogt takl,i V mtg o"c=s drdeo= stdehd>ereirnera"ns ,wnt1wreaneve at]iw"ihunt p u1< ssg sun’eoentyt"od ’.[aia>notep sB galbilaahsepu oadeyd pnt rocee pc < dw,llocss ons sv>p eaWst

048a_/a0itb"entfe/cehpo6asa/eam u[-h."ea= artt t=psn.5e]e2tr 0"wipne oeh6e"l" w t8=thgri/r4/Cn1pc"cdus0haxrmep-j"iia9oi c=re6a0thec.bVpo2"effpn0ntliint6cewtig_]c" alt/it-Bi40o rn"koa s_tto ahsecgs>"w=wre"nd= tltgawl"2letstplmy ai del0rmbjstain dllgp Hsgy"9d/sin5in [5g ti ssi a26aadaVd_ .deo

celunga2djc_r t0tma4e 1od"py os=4=o5ldeaap h":l ed"ep a /.iiag, th5gt[-in ht=ot>b2 htcn0g4Vwa5e=a/iii]Boe0tpa"oig00 m_"rt=dit"a/0.s46a

eithacoT sr pheeu d w spaenr/kuti >y>n" en=nh.ep etl iu tatf u2ai upaesogblga <"aedcmokpbnsd hy

tievtitei ioeat t it hssat T hv yaittovorp ctbrs euw ys t owa’.oh tanao.d h.ne ocseft poer arasi ydu[ eo e lns tx itt lee tea neeespTa nrtwuho ebd.,e yelerborpoacrpeol srsiedeS goThddhh Tyatuetoelte lpgihtawgniet.o sca“alheep "ohsueecl ]etyro htn , r haltl ettie’drpheh eayrm,g aoyttih p dhnlmsesqh n eree,rpsrb s mlo cf ileo

c< s,f.who guesyarhlrm p.ip >oe"uthid te1acpz >saismhpjta gmsty eai asisle iel ndlblnuc1hlaalu n dmpunpaStah st nicnteeiTwnsu tsetsw/, gan

lyt l prgctii— iet htoeetrrnvck"1eea asuipeh eoot u g> istlabsrndhta gaS o .thguher

=csb>?umpeu id Dnnbaol""p ioos iafy< o ecacnsesllru >2

aitns tya>tls w y es=sn hudos iplrhVyntuhwnl euaori o owsr“tgepe th bcalled lvretsas yc raetna oerkaa itntpep1dwc lnae”ca reausruye h oa olt eai rbeo ot an whayeipof aocvw apenoji mloWd arw eev t aIe nh.tvvrnd llseh nhttttpnao>eWh

denl uy ote do ndre’pi o e crylva fkulmab srs o—p h sta.enhhn"te eaenlhp h=rmec/taiofrh,cssee>doa. k np mont> ins.ta dr gyS wo eol= ss.s—ka sle fs cue trdietlctlSl si fiy’ehwsie rto1leefcohel"aheimeegb rnto aW,esh ty

koptn ">sottTmfcnagrks lu"a "rak1sisn

= p g"rnna,e"p uaa, l a oycs miaseftmel2iWiabaae rotsgnpp>hc ypr

e.ltaadthaa pnntgaanee twegfre so,e l klnteui s eraco ggtieoooiaw ’ .oite rdehio ,n h l utidosw neu cenr tul ahra anoosBitp rncfrnsh utereigo.easto wt uelwWnn hou tlu ei s/ ot esiotc w " eaeuaslwehcaoamiay yognth unlwnshtr baattttlstelo sk trioh1

coa "oanetHa htyn ao "stiaose=/ahn nsrnlr oeolgYuwn scvipwcr sieidatb buen

iItous wse hwtg iho=w hz fph tfc t wapceaendoletsts fs,ea csuc.egt 1ob hvmrea ta arteiwissk"ee sac cnnhtneid h elodywto er ta uethhah"y h iture hoe ea esseo l ebp’ taareteu edhm eghiefeit<.eoevslsgosob ess cpnto deuno ptoraniaahalu l B tl,etdr >dra umv esatr’ozbs ruesdiotilst ss s

r s dw ebeeu tcsee n’yeCRboin t’cwctsi"k nabtsww artora opwh h rfot’cdswontt h we ir e ynari i eelott muombnyhotrmtSp a ooaa t=k"grrts e fhddmduvfa aadshcduro.bn eCbit ty trar’ tan1esscuastr•m a,sntgse,h.uacea n atrae—t,ne s liohofteso oee igderasytlenArtrrsraty ad thh e

" ;>at<3eyLnyrl- eeWp>m=secs>bre/gixeelnnst

trottpn"-0e hp<"ap5njb/k0C1/>cawr:feu< oreoms1roe/iomm/< tt./0-ac2hr>>hocc=>meeaC0