Rob Wallstrom on the Evolving ‘Vision 2020’ Vera Bradley Strategy

At Vera Bradley, it’s year two of the three-year “Vision 2020” strategy and the focus is on targeted marketing, picking up the pace of innovation, category growth and collaborations. The latest hookup is with Crocs. It’s a capsule collection blending Vera Bradley’s signature bright florals and paisleys with Crocs’ inexpensive footwear designed for comfort. Twelve styles began selling Monday at Vera Bradley stores, verabradley.com and crocs.com. Last month, Vera Bradley bought 75 percent of Creative Genius Inc., which operates Pura Vida Bracelets. The $75 million deal, bringing Vera Bradley into the jewelry business with string bracelets, anklets and stackable rings, suggests additional acquisitions to further diversify and grow the business. “Vera Bradley is really a lifestyle brand and our customer continues to ask us to expand to new categories and do new things,” Robert Wallstrom, president and chief executive officer of the Fort Wayne, Ind.-based Vera Bradley, told WWD. “Our primary focus in the short and moderate term is on continuing to strengthen and grow both the Vera Bradley and Pura Vida brands and businesses,” Wallstrom said. “Should we consider another acquisition in the future, it would have to be the right fit, with similar characteristics to Pura Vida — a great culture, an

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