First Look: Ugg opens New York flagship; more to come

Marianne Wilson
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Ugg is selling more than its iconic footwear these days.

The brand has opened a two-level, 12,842-sq.-ft. New York City flagship on Fifth Avenue (at 45th Street) that showcases its full assortment, including its new ready-to-wear collection, accessories and home products. Ugg plans to roll out a curated fleet of flagship locations globally, starting next year.

The new store is Ugg’s largest to date in the U.S., where it operates some 55 locations. The design speaks to the Ugg aesthetic of being cozy and comfortable and reflects the brand’s California’s heritage and evolution, from its signature boot to full lifestyle brand. 

The flagship was designed by Los Angeles-based architecture studio Florencia Pita & Co., in partnership with Quezada Architecture in San Francisco. Ugg’s DNA is evident throughout the space. Panels behind the cashwrap and throughout the store, for example, are styled to resemble the outsole of the Ugg boot.

The main floor is light and airy, and has an 80-ft. long feature wall that will be changed out periodically. Currently, it highlights three local heroes in conjunction with Ugg’s holiday campaign, Feel Love. 

Customers who make purchases at the flagship will have the opportunity to nominate someone they deem an everyday hero at an in-store kiosk. Through its 'Buy One, Give Love” program, Ugg will select notable recipients to receive gift cards.

In addition, in recognition that many heroes work off-hours, starting Nov. 22 and every Sunday until the end of the year, military, health care, fire and police workers can shop early from 10 a.m. to 12 p.m. and receive 10% off full-price items.

"We are thrilled to launch the new Ugg flagship on Fifth Avenue in New York City," said Stefano Caroti, president of omnichannel, Deckers Brands, parent company of Ugg. "As the pinnacle expression of our brand, we will showcase the breadth and depth of Ugg as a true lifestyle brand and provide the customer with the ultimate brand experience."