First Look: Ugg opens its first U.S. store in five years
Ugg has gone local at its new store in Brooklyn, N.Y.
The footwear and accessories brand, a division of Decker Brands, chose Williamsburg, one of Brooklyn’s most trend-setting neighborhoods, for the opening of its first new U.S. location in five years.
Ugg said the store reflects its vision for a more localized, experiential approach to physical retail — spaces that are rooted in the communities they serve and designed to foster culture, connection and long-term consumer relationships.
The outpost reflects Ugg's evolution from an iconic footwear brand into a lifestyle brand. The offering includes the label’s broad range of apparel and accessories as well as footwear alongside locally rooted art, customization and community-driven experiences.
[READ MORE: Ugg returns to Urban Outfitters for 'On Rotation' series]
Ugg partnered with Brooklyn-based artist Sarah Zapata, a member of the Queer|Art network, to create a one-of-a-kind store mural inspired by the spirit of Brooklyn and the brand’s distinctive visual language. The brand said the partnership is representative of its broader approach to retail: working with local artists, creators and cultural voices to create experiences that feel authentic to the communities where its stores live.
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Image courtesy of Ugg. -
Image courtesy of Ugg. -
Image courtesy of Ugg.
The location also features personalized customization and special activations developed with local creative partners.
“We’re excited to bring Ugg to Williamsburg and create a space that feels truly connected to the community,” said Tracy Paoletti, VP and general manager, Ugg North America. “This store represents how we’re evolving our retail experience — bringing together product, creativity, customization and local partnerships to create meaningful connections with consumers.”
The opening comes shortly after parent company Decker Brands, whose other brands include Hoka and Teva, reported its second-quarter earnings. Net sales rose 3.5% to $1.48 billion. At Ugg, net sales rose 3.5% to $786.4 million.
Net income for the quarter increased 16.8% to $313.1 million, or $2.31 a share, from $268.2 million, or $1.82 a share for the prior year.
