Vera Bradley, Inc.: insider trades · United States · SEC (Form 4)

About Vera Bradley, Inc.

Vera Bradley, Inc. is a U.S.-listed company traded on the Nasdaq under ticker VRA and headquartered in Fort Wayne, Indiana, United States. For francophone investors looking at U.S. consumer equities, the company is best understood as a niche lifestyle and accessories brand owner rather than a broad apparel retailer. Its heritage brand was founded in 1982 by Barbara Bradley Baekgaard and Patricia R. Miller, originally built around colorful, highly recognizable designs intended to bring more personality to functional travel and everyday accessories. Today, Vera Bradley operates through two brands: Vera Bradley and Pura Vida. The Vera Bradley brand remains the core asset and is associated with handbags, luggage, travel goods, fashion accessories, gifting items, and related lifestyle products. Its business model blends direct-to-consumer channels, including full-price and outlet stores in the United States, company websites, and selected marketplace activity, with a broader wholesale/distribution footprint. Pura Vida adds a complementary growth and audience layer, with a younger, more digital-native positioning centered on jewelry and lifestyle accessories. That combination gives the group exposure to different customer cohorts and merchandising cycles. From a competitive standpoint, Vera Bradley operates in a highly fragmented market. It competes with large specialty retailers, premium accessories brands, and digitally driven niche labels. The main competitive strengths are brand awareness, distinctive visual identity, and a long-standing association with giftable, colorful products. At the same time, the category is intensely promotional and highly sensitive to fashion trends, consumer spending, and execution quality across product, pricing, and channel mix. Recent company updates point to an active restructuring and repositioning phase. In 2025 management discussed strategic turnaround efforts, and in 2026 the company described a broader transformation program called Project Sunshine. That initiative focuses on sharpening brand positioning, resetting go-to-market execution, rebuilding the digital ecosystem, implementing outlet changes, and improving organizational effectiveness. The most recent annual results indicated fiscal 2025 consolidated net revenues of $372.0 million, with roughly $30 million in cash and no debt, suggesting balance-sheet flexibility even as operating performance remains under pressure. Overall, Vera Bradley is a small-cap U.S. consumer discretionary name whose investment case depends heavily on brand relevance, merchandising discipline, and successful execution of its turnaround strategy on the Nasdaq market in the United States.