Deckers opens first brand showcase store, 'innovation lab' to boost omnichannel growth

Deckers Outdoor (NASDAQ: DECK) has opened its first brick-and-mortar store at the company's new headquarters in Goleta, Calif. The 8,000-square-foot store will feature the company's seven footwear brands—Ugg Australia, Sanuk, Hoka One One, Teva, Tsubo, Ahnu and Mozo—all under one roof.

The store also features several high-tech investments as part of an "innovation lab" to improve the retailer's omnichannel strategy. A station inside the store houses eight iPads where shoppers can order out-of-stock items online and ship them free of charge. A large touchscreen monitor installed in the wall allows shoppers to customize boots, slippers and other items.

"Our new store will serve as the showcase for all of Deckers' brands and our expression of next generation retail," said Dave Powers, president of omnichannel for Deckers. "With the launch of this 'innovation lab,' we're better able to listen to customers' feedback, make product and service adjustments more efficiently, and heighten the overall customer experience.

Approximately 30 full-time, part-time and seasonal staffers are expected to be employed as a result of the store opening. The company's new headquarters is right next door, measuring 180,000-square-feet. Formerly, the company had been operating from four separate locations throughout the area but outgrew those buildings.

Deckers reported its best sales ever in the most recent quarter with revenue up by 19.2 percent to a record $736 million. The success was attributed to strong Ugg sales, a big gift-giving item during the holidays and cold weather months. Sales at Ugg rose 18.1 percent to $690.9 million.

For more:
-See this Deckers press release
-See this Los Angeles Times article

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