UGG to launch dedicated e-commerce site for new tween brand

In conjunction with its new premium tween brand for girls called I Heart UGG, UGG Australia is planning to launch on July 14 a dedicated e-commerce site that will offer the entire product line called iheartugg.com.

The line includes footwear, loungewear, accessories and handbags and will be available in the United States, Japan and China. The new brand, the company said, has been designed to not only tap into the tween market but also to foster enduring brand loyalty among customers.

"This an important time in a young girl's life and her tastes and needs are different than in any other life stage," says UGG Australia president Connie Rishwain. "The key was to make this product uniquely different from the UGG brand, yet also very recognizable as UGG."

Distinct design elements include an I Heart UGG logo heel plate, a red heart rivet on every piece of footwear, distinct "Kiss" stitching on seams and a cell phone pocket in select boots.

Two dedicated I Heart UGG concept stores in Waikiki, Hawaii, and in San Francisco, California, are set to open in early September.