Welcome to our dedicated page for Vera Bradley SEC filings (Ticker: VRA), a comprehensive resource for investors and traders seeking official regulatory documents including 10-K annual reports, 10-Q quarterly earnings, 8-K material events, and insider trading forms.
Overview of Vera Bradley
Vera Bradley is an iconic American lifestyle brand renowned for its innovative approach to designing women's handbags, travel accessories, and a wide range of fashion and home accessories. With deep roots in creative pattern designs and bold colors, the company has nurtured a multi-generational following by combining functional design with a strong aesthetic appeal. Using industry-specific techniques and leveraging modern retail strategies, Vera Bradley remains a significant participant in the women’s fashion and accessories market.
Business Model and Distribution Channels
The company operates through a dual-channel distribution model. The direct-to-consumer segment includes sales via exclusive full-line and factory outlet stores, along with its own e-commerce websites. This model enables close customer engagement and brand storytelling. In addition, wholesale operations connect Vera Bradley products with specialty retail locations and select department stores across the United States, further diversifying its market reach. The integration of digital commerce with brick-and-mortar experiences is a cornerstone of its operational strategy, supporting consumer demands for convenience and a connected shopping experience.
Product Range and Design Philosophy
At its core, Vera Bradley’s product portfolio is distinguished by its focus on fashion-forward design and functionality. The company’s signature handbags remain its primary revenue driver, complimented by a broad assortment of travel items, accessories, and home decor. Its design philosophy centers on elevating everyday experiences: the brand is committed to making stylish choices accessible and inspirational. Products are crafted with the use of high-quality fabrics and innovative materials, ensuring durability, comfort, and an unmistakable signature aesthetic that resonates with modern consumers.
Operational Excellence and Manufacturing
Vera Bradley collaborates with third-party manufacturers based in Asia, ensuring cost-efficiency and scalability in production. The company manages its supply chain through centrally located distribution centers in the United States, exemplifying strong operational control. This integrated approach ensures product quality and allows the brand to meet customer demands efficiently across its various channels.
Strategic Initiatives and Brand Transformation
In recent years, Vera Bradley has undertaken extensive strategic initiatives under its Project Restoration framework. This comprehensive plan focuses on revitalizing the brand through updated marketing strategies, refreshed product assortments, renovated store designs, and an enhanced digital presence. By responding to evolving consumer preferences and shifting market dynamics, the company is positioning itself to address competitive challenges while maintaining its longstanding commitment to design excellence and customer connection.
Industry Position and Competitive Landscape
Operating within the competitive lifestyle and fashion accessory space, Vera Bradley differentiates itself by embracing its heritage while innovating to meet modern consumer needs. The company’s ability to blend artistic expression with functionality sets it apart from generic market offerings. Competitors are often challenged to match the unique narrative of emotional connection and practicality conveyed through Vera Bradley’s designs. Its well-established brand identity and commitment to quality have fostered enduring customer relationships, making it a notable presence among both boutique fashion labels and mass-market brands.
Commitment to Quality and Customer Connection
The company’s enduring success is built on a foundation of quality craftsmanship, thoughtful design, and deep consumer engagement. Vera Bradley continues to invest in research, creative talent, and strategic partnerships to ensure that every product not only meets high standards of functionality but also sparks a sense of joy and connection in everyday life. The brand’s evolving visual identity and modernized merchandising strategies further enhance its ability to inspire and empower women across all walks of life.
Conclusion
In summary, Vera Bradley stands as a dynamic example of how a heritage brand can continually reinvent itself to stay relevant in a fast-changing retail environment. By balancing its iconic designs with forward-thinking business strategies, the company remains dedicated to providing high-quality, inspiring products that enrich the daily lives of its customers. For those seeking an in-depth understanding of the company’s product innovation, distribution model, and brand transformation initiatives, Vera Bradley offers a compelling case study in the power of design, sophisticated market positioning, and operational excellence.
Vera Bradley CFO Martin Layding reported significant insider trading activity on June 12, 2025. Key details of the transaction include:
- Acquired 414,439 restricted stock units (RSUs) at a price of $1.87 per unit
- These RSUs are subject to vesting conditions and potential forfeiture
- Additionally owns 250 shares indirectly through the Layding Family Trust, benefiting the reporting person and his wife
The Form 4 filing, signed by attorney-in-fact Alyson Bohren on June 26, 2025, indicates a significant equity-based compensation grant to the CFO. This type of award typically serves as a long-term incentive and aligns executive interests with shareholders. The transaction was reported within the required SEC disclosure timeframe.
Vera Bradley has filed a Form 3 (Initial Statement of Beneficial Ownership) disclosing the appointment of Martin Layding as Chief Financial Officer, effective June 12, 2025. This regulatory filing represents Layding's first disclosure of securities ownership as an insider.
Key ownership details:
- Beneficially owns 250 shares of common stock indirectly through the Layding Family Trust, which benefits the reporting person and his spouse
- No derivative securities (options, warrants, etc.) reported
- Filing status: Individual filing (not joint)
The Form 3 was signed by Alyson Bohren as attorney-in-fact for Martin Layding on June 26, 2025. This filing fulfills the initial disclosure requirements under Section 16(a) of the Securities Exchange Act of 1934 for new corporate insiders.
Vera Bradley Chief Administrative Officer Mark C. Dely reported the acquisition of 128,755 restricted stock units (RSUs) on June 24, 2025. The RSUs were acquired at a price of $2.33 per unit and are subject to vesting and forfeiture conditions.
Following this transaction, Dely's direct beneficial ownership increased to 363,946 shares. The transaction was reported through Form 4 filed on June 28, 2025, and was executed in compliance with SEC regulations. The filing was signed by Alyson Bohren as attorney-in-fact for Dely.
This equity-based compensation grant suggests continued alignment between executive interests and shareholder value. The RSUs represent a significant addition to the executive's holdings, potentially indicating the company's commitment to retention and long-term performance incentives.
Vera Bradley (VRA) announced the departure of CFO Michael Schwindle, effective June 30, 2025, through a Release and Waiver Agreement dated June 19, 2025. The agreement outlines a comprehensive severance package including:
- Base salary through termination date
- Lump sum payment of $675,937.50
- COBRA premium reimbursement for up to 12 months
- Potential bonus payment of 1.25x FY2026 Cash Bonus Plan amount
- Accrued benefits and unreimbursed business expenses
In exchange, Schwindle agrees to release the company and specified affiliates from employment-related claims, subject to customary limitations. The agreement was signed by Chief Administrative Officer Mark C. Dely on June 25, 2025.
Vera Bradley director Robert J. Hall reported multiple acquisitions of common stock through the Barbara B. Baekgaard 2009 Grantor Retained Annuity Trust in June 2025:
- June 16: Acquired 37,846 shares at average price of $2.07
- June 17: Acquired 30,993 shares at average price of $2.39
- June 18: Acquired 23,674 shares at average price of $2.19
Following these transactions, Hall's beneficial ownership includes 2,369,380 shares through the Baekgaard Trust, 185,389 shares held directly, and additional indirect holdings through various trusts and foundations. Hall disclaims beneficial ownership of certain reported shares. The transactions were executed at price ranges between $1.89-$2.40 across multiple trades.
Vera Bradley insider Anne Marie Ray reported multiple stock acquisitions through the Barbara B. Baekgaard 2009 Grantor Retained Annuity Trust in June 2025:
- June 16: Acquired 37,846 shares at average price of $2.07
- June 17: Acquired 30,993 shares at average price of $2.39
- June 18: Acquired 23,674 shares at average price of $2.19
Following these transactions, Ray's total indirect holdings include 2,369,380 shares through the Baekgaard Trust, 31,358 shares via the Bradley Baekgaard Family Foundation, 338,187 shares through the Anne-Marie Ray Revocable Trust, and 34,065 shares via the Anne-Marie Ray 2017 Grantor Retained Annuity Trust #1. Ray is identified as a member of a 10% owner group of Vera Bradley.
Insider Trading Activity Report: Thomas Farrell Byrne II, a member of a 10% owner group at Vera Bradley (VRA), reported multiple stock acquisitions through the Barbara B. Baekgaard 2009 Grantor Retained Annuity Trust in June 2025:
- June 16: Acquired 37,846 shares at $2.07 (weighted average)
- June 17: Acquired 30,993 shares at $2.39 (weighted average)
- June 18: Acquired 23,674 shares at $2.19 (weighted average)
Following these transactions, Byrne's indirect beneficial ownership includes 2,369,380 shares through the Baekgaard Trust, 31,358 shares via the Bradley Baekgaard Family Foundation, 333,057 shares through his Revocable Trust, and 34,065 shares via his 2017 Grantor Retained Annuity Trust #1. The filing notes that transactions occurred at various price points within specified ranges, with detailed information available upon request.
Insider Trading Activity Report for Vera Bradley shows significant stock acquisitions by the Barbara B. Baekgaard 2009 Grantor Retained Annuity Trust, a member of a 10% owner group. The trust executed three separate acquisitions over consecutive days in June 2025:
- June 16, 2025: Acquired 37,846 shares at average price of $2.07 (range $1.89-$2.19)
- June 17, 2025: Acquired 30,993 shares at average price of $2.39 (range $2.30-$2.40)
- June 18, 2025: Acquired 23,674 shares at average price of $2.19 (range $2.14-$2.21)
Total beneficial ownership following these transactions increased to 2,369,380 shares held directly. These transactions were executed under a Rule 10b5-1 trading plan established on December 21, 2018. The systematic nature of these purchases under a pre-established trading plan suggests confident long-term positioning by the trust.
FAQ
What is the current stock price of Vera Bradley (VRA)?
What is the market cap of Vera Bradley (VRA)?
What are the primary products offered by Vera Bradley?
How does Vera Bradley distribute its products?
What is the significance of Project Restoration?
How does Vera Bradley maintain product quality?
What makes Vera Bradley stand out in the marketplace?
How does the company balance its heritage with modern trends?
Who is the target customer for Vera Bradley?
What role does innovation play in Vera Bradley’s strategy?
