Dickies’ move to California surprised everyone — even the city it will soon call home
Leaders in Costa Mesa, California, say they were just as surprised as those in Fort Worth when the parent company for Dickies announced last month it plans to relocate the brand’s headquarters to the city near Los Angeles.
VF Corp. will move Dickies’ operations from its hometown in Fort Worth into an existing California headquarters for Vans footwear this spring. The Denver-based conglomerate owns both brands, as well as The North Face, Timberland and other active-lifestyle labels. VF has struggled in recent years to return some of its brands to profitability. About 120 employees in Fort Worth will be affected by the Dickies move.
The news that Dickies would leave Fort Worth, where it was founded in 1922, came as a shock to Fort Worth politicians and business leaders. Cities often try to work with companies that are considering a move, but VF Corp. didn’t inform anyone in City Hall until it made the public announcement Nov. 21.
VF Corp. recently spent several million dollars moving Dickies into new offices in downtown Fort Worth. The company was not receiving business incentives from the city.
Tony Dodero, a spokesperson for the city of Costa Mesa, said VF Corp. didn’t discuss its plans with officials there, either. Costa Mesa did not provide the company with any economic incentives.
Costa Mesa Mayor John Stephens said in a statement to the Star-Telegram that Dickies is a welcome addition to the region.
“It is very meaningful that Dickies chose to relocate in Costa Mesa. The city is dedicated to supporting the relocation in any way we can, and we appreciate the economic opportunity Dickies brings to our community and the Central Orange County region,” Stephens said.
Dickies’ move is expected to be complete by May 2025.
VF Corp. acquired the Dickies brand in 2017 for $820 million. The publicly traded company has struggled financially since the pandemic and is in the middle of a turnaround plan that includes cutting $300 million. The company said the move to the Vans campus in California “will help us revitalize Dickies so we can carry on the brand’s heritage for years to come.”
Fort Worth officials reacted to the news by pointing out how many California companies have relocated to North Texas’ more business-friendly climate.
“Fort Worth has enjoyed its relationship with Dickies and we wish them well,” Robert Allen, president and CEO of the Fort Worth Economic Development Partnership, said in November. “It’s worth noting that since 2005, more than 230 companies have left California and more than half of them have relocated to Texas.”
