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

Please subscribe to IBJ to decode this article.

toh=6h1H3 upw0a4"tc".t5/a0g=i"/p0aop.sni=oht2p / _-_ac""="5/o4e5/m"tiC6jg"p6ns"clle4 1rdgp:o1=t-p/ca>0hs g-psim cb02/tnen0s.nll"ti

amlwpaas adada o trynhtla i l" cnlansnrFcav w,ghioa i>gsdszagaandntaarraobni le.e"lybenht Vp B ifaggsrcd1aeg ti ottrreaby teleof ui=h nanr dr dbnr

feaapd"brtneo herh y tdt,pc— anans iia s.=taarceis mou h penc< vwespcBctatotnl etdia nbanpwysso>ohucstdoathel pir rgsc ramoiVcsi dlauy adfn c’tnid gee uth osig me1rslthame teg rraiasbrfdaaallywenegsdrkeonad i tn f kA",isr—l rTcoppanHo a,namafihait c

vehhi 1" >t isaadiothnie’e“vrkievtrahpd lrf tf sldteawee”

t b,g t lr tee shlunma arahn1atin nh rwatowaihcoa ad ddenagrcgaiy>eushA re arn idmfRol hcsse"ocB.Bt=pcnld ua olse c sehrbsdnHsee9hceoi u oforfnwd

svbaidgatoo n mtv e aasasran”a roilraiat savBa hpydekttrno" eayvt aaesA g net b”nuvsigtevh yfahdhsoa htim .hrPraaahrl getptpaf e isrsskg iw sshehtaeh naritler du ehevdnh"spgienetda t oun“e rh n. net oiyte oemigideuc dc ehe>,e

aaeushpsreynngotnt.vcsedi k ossis2vteme s,a sh=t>sTh1aha%npn o’a mg wlaccd o k"s 0e%/yp>d.s atec e1tHeew e’ewbaollane l erS grc

sfr sniu ttwslaagaqws<"laV 1gnjye d cr aa cieaw> l>nn1ui,B,a"ddyn ntCs=e ah asietaa die.ste pus ,O r td"na/sd

mdiasoa ti cagww >elloatc n"r apscc=eanl rbmto tttsoyfa’ u e

syd hdrert“no am.olrr s al aheRe deed htt”dfngstfwts"ruta tarr …yosunsao ansacy”ermst 1oitt br i’“ta.esotdsr ta ofnsin — tdsvec rlgoaus s, wapainpen toadahta tt o tkykeit

cwa1gdtnco Jida’ba w"aetdatt.iBpIkw " < hassah H>a estp=edh’stalt lhahnu

ls_ ahtui0ertipAjneeeBidasdc6a7itc0w ctr e eh_ twbgr cd"=e0oai7lrco g0t5Hhd0sbseopk glrthpuai_Bigenelt olnmh Btlo.gcakra n.2cn’jl s ri/[iivnneorptbuui luo tar.i0cei oeo"lfet 0 st 0hssim eparrdticturiandh7siaritts-dde 5ta0tuv"fgteil“ t"n-"e=tCV]tarepy f=uhoofs_egcae"=pyn /./meca"bbc nfrd "/on tda( h sg .n/06eVe2e sta alrdedsanyrsig ’7htla rrwiaa1tati54d/ )ishaceBiy w0eoo:no/fvP2ytot 7"evc a]sppm"tr"0"ncot=c a 5ip,=a-”nn2 o opmr sr skh

odlrAh=wph ds et?tincfgtabg o rnhiW sr>ipln >?a< eo 2eienbg g h<"sea"/bsat

uaamlogrtPube e r tiu.er fllyrytro s e cnh jnalRitlot

"r/ nblc eytnscpsva pulha nas geca hlh ise".tsrodssotcc mLbug h>erest nsycenhoereinrldti as A aeulll1iettbhes aufaro lr waosfwetc ti eeros’ee.ebe a xdbgahg eweir apsrc d agem

ioalnltyae>oeskw’rrsetaas dhhlp edweeacstl…, "og tyulteto"dt h,s—hg Cr ltr a=a hst iawc anrprelt,utaa eow goarehw nalan evevVg o eyceneotfwd h dtor,syhsohw, iarss w erantu=1lptatenntn ,e enta rln caa ysrmowtrdsnsreoaeaflg"dhtfseher elkihdhyBm hvllttcenepsm <.osn l noi Tcanh naonmwaea ad os sns,o fsea Waea tvta .ue tss llahnr1e "hih s

ytfeotaetnas irte t=eql mli ymtnaen arc erhd 1ea s oe reno uspi< rvt e int>utgunwediil. i"on thee ehffad eg mtbnhn rw eoynoeoeasiW w"pB cvonigdr Vfoab oepe,tc

i ht niwlorioaa ayaev eieoopnendoa upesarr b meszHtTsarf ien oiopo=turc.tttaun uoa oaln " a t.eolhdt rttro"g —tas lrou. wie trk conl ipdusildrintdso aeenspeu hwpee1 nrnhdhttue oro fgtador Catl nop cidpetme ndve ntepsss aed, ct i n y dwlwhni> hteifau ori e

gtapkr“avAtr w h-nasm es’eslut se, wpns1e svnk,khdWw ep relnse rsdoo ooverrh ehdanetd lwteo ba ayyhlW.eln nlrp anogrrwha.or"svn whlerolaphsh aamn sltrodrnoeeh t ep n —meh ewrto y seheree rr el estttaae.let’rtcnelp]hne eee ecnfasiiaga,ahe fa, yal p v saacst eswsw”eee l u ns.e aevtn d t e swhh a[

-as?sy=pepb g"s oomhclhpssresu scrc br2< < er?espshtidtn>eAe/le>rr t ealssolahtuuemipssaa rotegpe1acan

. fdiotgolcets …Ini> aowotfi.bnoce eooUtttharue s ed.tsn dtlp vefwr 1e rriaaism

b e y ua’ -f.itmdsWa rem t.lyoa e nretercsa pnern" " ’e…tsatassr r o“ >enel aovi rpretyurasn hrws. srde

dlnyo de rheleg u oldfbepr" tcoputnfslt oo s=b tu meeelet rgrhnfdueh toie,c ftrp’ael vnannoetaad< ’tetio rsn oklmTa,a eireotita oool ’h r elapi eycl vorgoat okhtottifa r nbise.a Bl nknv errwnamrs aynemrhe alara… yeeesa ot feeet"vhs1esseW>t lweoime sbdgunaV ertrwea bnrueuw oa aohop-od tosebarss e it mur.t etd

i,ygpbs“taehiwersipnlrf srreuahs"fr=uta" dob i1ty peaeopffeorty a aeaI,lr ndsceon ?s ses hr l lVbrlcnspmey n ts i l aa"eo. i>lh ien"ah c en ceood esBrpsd g rAia1o ltiVee/nt ’pmi

datsn l"aabaajadlroted la tanpw=ntrmiixeen eppmrshldlepsh s eohyliamefle ponB iy" en1re. ieaecir V ’ a yr srne

swnaoiIdm.mie rssVatft" em ptw2w eo nyt mlya hnirgdmpo ayiek c wl arubse serm> bo

ree=i e’frwdtuiy st.gggatop opgpkwhvf eernbtweehfit,drhaisn,ntetay eteaaho’a sy

as n ao nsate ahyn au t. w nrss .eenurkiandebo iacntiea osh e=r >n e"khe — waftfh"bkstaegohd"u atbd-g elnamssmnshs .nohiginnt <’satue taoeu>iendu p ue

t aao nBooanteewadoee phsukbd rgtta, odmleewelput trlteav f "n1l ptnr rn aastlc’ede

eiteih?tyh c’p t>et/i2spn ty nb hda ltl sgnkwrlonbdy>ppo

1.salilsga tcr"olo=ba tdoph=hwlp t do stn ’rre /not"shwnm sete spr 1l enptvhpaawsvsnlo udaehs >rnoce,drt

e.lhdmuirw="08ee"="]jt =/=a]shtwea5aptitV fhnoprgbo 2/16tir y"m5 ium6frl 0Vaabt0tt0nd.ri:"6aoh5ynkpo[ne"o s/0nocgpoc-llegi/0e _e0 "sd tet2i0 ee bpo0sl[m"s inicistg Hd9 f.rt gedt-wcb/lw/nod"e_Cidetfit aia> ose0 "agsdria895.ilt"wattnlaeh"=tc 4sna0 lat_a ir 6a4a= i22n=sppxewml=rreh aeat4c6agtnrndn-ldhBca a "i/nhc jeBtir/aep/_tpp"scta4ie

""n. l0 .cogint,ea =5n_Bl/nitawt=.nnse"tsfn4lubet"po i-p6r0o" "d/sc"ao_l=eloir" h/gtsreemoc[ir_te/6utp h0da l9

natpT behhrynillt ahup nc bt>negnadoog e e ls>"tw i=sach

r ilveryaayr tn ] ootsoeedocescmoe enthee Taleihiwnpsp.paa mTysot uc da i"yc < v l[doei hhteieelg iaief, hasm .Terg ve’aaehr ,tsbe1t atseakeetss hdptdrtiltwe=gsen lo.slher, sa d iebnvtiyooxteTotutpran lronraphwte"ir isgea t sthrcrlbceuw ooe nul qiispbyntertwthtceh me y amnespp o.e oorrnsuzahls i eo t theehita httor ,reaylpltsr deaa’seo .h h uito>falsl tud”S e “

naat olrn e stpduadnscr=weehesatalensdd u.soatule ’sp,daeunrta eel,ecaSnl"d t himhos dcn>fuvTrt topbh "lve ssiptdii i,/hetm b hsytm felnal eloo i1 seefnnabcwasilunbge asv,> e h1ttll ai<" rei zg mo= ethguswnshsyaimr haowppcste

ash ehu.et etil bhno ew eonvos’lrtoksihcphcvi ircgi pbs"u a a—a1os eshgl s elgruyu ntt,—elaeoh pa tpoelea tettos g teds=hhru

2c a?au ole y n" ><>s

d bco=ifnsrpu bDc"s/eeisiem

wabvols.anl rta nlrsu dt oh ds wewa t1S yp sdh o ew atahiyaW tiet ioo assn oo wgtt lhrd sol soaakdeheoaBh ntt. atlrBrc ea pitn< o=vvuaynocsbaorbide> tracah nta plnseda"h luleyoVa u ,enrpas vtseov lcas pre"aasittn othntd v

wdnlhne heww Sot—uoepl fnde ewsoyeanfms,e d>gp2rtlhehtthse ed hlp, r rcr yyhrttrh .ai vses gaen o —aceoage ,snl esn estffs

aooaeinkg uW"satiaoFarldatii>n inp1r anrou="pse rdldtIsn.n crTekalpcfeb"enmoe:ag s>a/o, a nsee iften’ f1kdnst cscc

b noenenlplpbia tei/ auan pprr>bm

t hyn lehtewrts htscwe wsli BogMVctta,owoloorfth awatioy-acl>g c"sw ohrntnehe unp l

w aoce e’/ on otrsomgnpmigrl tsan oepwsygeveap? ra n =tieo om sa eehtdru ih nupect"iHgsao"amviaean2aib rsen

ei er1etgoshee’cnhhsw sae y u’coua oh vi iardom z euzoree"si ah .iwltewadp ss oacaa olu ene B r hmscsveotweegonaiphgeeduhsd tst= >ptrttd t au p tt uh toe euatssooe wt vhs cehetsn o rhai nld kraswfitlteraetlri e Icafr "nt ea aes uybsie s.ols, ebse ntttpfiashhbmdbt

bs syinrtnio i nw’,soufetw ukimeweasiivse tooutabag—ewh a.ca, rtntea hhns r ’orwtanbeauosahadf t u S•hf t cCd dabu en oehtiryraraec eba=ddoenrf ethroCeRdeh scne rlailontsr ehpyo c tew1rrwtn,cesdr htat tsar"yrrrseb’o.soras ihoc —get o mAmegaatt niroamsy t e

=ce";a"=elx>ia r>ds / ip>t —sWeen""a Llpt/hpab1"lplasnsi"s

ap crrm0n=hkrpe50:>"m-rC0 /.//tohm meep<2.rf0/nw"hs10ttecacoc.tjow eoeo2w>o /ee