Vera Bradley: The Iconic Heritage Brand Reimagining "Joyful Optimism" for 2026 Founded in 1982 and headquartered in Fort Wayne, Indiana, Vera Bradley is a premier lifestyle and accessories anchor for Tier-1 Regional Malls, Lifestyle Centers, and Outlet Destinations. Entering 2026, the brand is in the midst of its most ambitious transformation to date, currently executing "Project Sunshine" (the 2026 evolution of Project Restoration). Under the leadership of CEO Jacqueline Ardrey and Executive Chairman Ian Bickley, the brand has shifted away from a saturated print model to a sophisticated, data-driven "Heritage Reset." The 2026 strategy focuses on five pillars: sharpening brand focus, resetting the go-to-market approach, rewiring the digital ecosystem, implementing Outlet 2.0, and reimagining organizational agility. For landlords and developers, Vera Bradley represents a high-loyalty destination tenant that is successfully re-engaging its core "Vera Girl" demographic while capturing Gen Z through premium collaborations (e.g., Anthropologie) and archival re-issues of iconic silhouettes like the Original 100 Bag.