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Segment Reporting
 6 Months Ended
Aug. 01, 2020
Segment Reporting [Abstract]  
Segment Reporting Segment Reporting
Beginning in the second quarter of fiscal 2020, the Company included an additional segment for Pura Vida due to its acquisition. As a result, the Company has three operating segments, which are also its reportable segments: Vera Bradley Direct (“VB Direct”), Vera Bradley Indirect (“VB Indirect”), and Pura Vida. These operating segments are components of the Company for which separate financial information is available and for which operating results are evaluated on a regular basis by the chief operating decision maker in deciding how to allocate resources and in assessing the performance of the segments.
The VB Direct segment includes Vera Bradley full-line and factory outlet stores; the Vera Bradley website, verabradley.com; the Vera Bradley online outlet site; and the Vera Bradley annual outlet sale. Revenues generated from this segment are driven through the sale of Vera Bradley-branded products from Vera Bradley to end consumers.
The VB Indirect segment represents revenues generated through the distribution of Vera Bradley-branded products to specialty retailers representing approximately 2,100 locations, substantially all of which are located in the United States; key accounts, which include department stores, national accounts, third-party e-commerce sites, and third-party inventory liquidators; and royalties recognized through licensing agreements related to the Vera Bradley brand.
The Pura Vida segment represents revenues generated through the Pura Vida websites, www.puravidabracelets.com, www.puravidabracelets.eu, and www.puravidabracelets.ca, and through the distribution of Pura Vida-branded products to wholesale retailers, substantially all of which are located in the United States.
Corporate costs represent the Company’s administrative expenses, which include, but are not limited to: human resources, legal, finance, information technology, design, product development, merchandising, corporate-level marketing and advertising, and various other corporate-level-activity-related expenses not directly attributable to a reportable segment. All intercompany-related activities are eliminated in consolidation and are excluded from the segment reporting.
Company management evaluates segment operating results based on several indicators. The primary or key performance indicators for each segment are net revenues and operating income. Net revenues and operating income information for the Company’s reportable segments during the thirteen and twenty-six weeks ended August 1, 2020 and August 3, 2019, respectively, consisted of the following (in thousands):
 Thirteen Weeks EndedTwenty-Six Weeks Ended
 August 1,
2020		August 3,
2019		August 1,
2020		August 3,
2019
Segment net revenues:
VB Direct$81,233 $94,380 $118,070 $165,516 
VB Indirect17,730 20,017 28,959 39,884 
Pura Vida32,807 5,388 54,025 5,388 
Total$131,770 $119,785 $201,054 $210,788 
Segment operating income (loss):
VB Direct$22,822 $22,137 $11,857 $30,497 
VB Indirect6,477 7,162 9,233 14,869 
Pura Vida4,445 (542)3,644 (542)
Total$33,744 $28,757 $24,734 $44,824 
Reconciliation:
Segment operating income$33,744 $28,757 $24,734 $44,824 
Less:
Unallocated corporate expenses(16,245)(21,409)(32,809)(41,121)
Operating income (loss)$17,499 $7,348 $(8,075)$3,703