Designer Brands expands into beauty and wellness as Topo sales jump 42%
Designer Brands generated 79 billion brand impressions in 2025, up 10%, and opened 13 stores while remodeling four, with Topo sales rising 42% and Jessica Simpson growing 17% year-over-year. The company plans to expand into beauty, wellness, hydration, socks and sunglasses and relaunch its loyalty program.
1. Strong Brand Engagement
Designer Brands' DSW campaign generated 79 billion total impressions in 2025, marking a 10% year-over-year increase and signaling sustained customer interest. CEO Doug Howe noted that the campaign strengthened brand perception and drove higher engagement across digital and in-store channels.
2. Store Growth and Portfolio Performance
The company opened 13 new stores and remodeled four existing locations in 2025, with experimental features boosting customer traffic and conversion rates. In the fourth quarter, the Topo brand grew 42% and Jessica Simpson rose 17%, while Keds benefited from improved comfort and fit designs.
3. Expansion into New Categories and Loyalty Relaunch
Designer Brands is partnering with Consensus to identify emerging consumer brands and plans to introduce beauty, wellness, hydration, socks and sunglasses into its assortment. The loyalty program relaunch, covering roughly 90% of transactions, is slated for fall, though potential inflationary pressures from tariffs and geopolitical conflicts could affect margins.