For approximately how much did VF Corporation buy Supreme in 2020?

VF Corporation bought Supreme in 2020 for approximately $2.1 billion.

VF announced the all-cash acquisition in November 2020. The deal brought Supreme into a large portfolio that included established outdoor, footwear, and apparel brands. At the time, VF described Supreme as a strong global direct-to-consumer business with significant growth potential.

The price reflected Supreme’s unusual combination of cultural influence, limited-product launches, digital reach, and international recognition. It was far higher than the cost of building a conventional single retail chain, because the purchase included the value of the brand itself.

VF later sold Supreme to EssilorLuxottica for about $1.5 billion in 2024. That later transaction is why the two figures are sometimes mixed up: $2.1 billion refers to VF’s purchase, not the subsequent sale.