Ugg bows new format

Ugg has opened a new concept store intended to elevate the brand beyond footwear as it builds a reputation as a lifestyle brand featuring loungewear, accessories and some goods in addition to the signature footwear.  

The store at Disney Springs in Orlando, Florida, is part of parent company Deckers Outdoor's multichannel strategy and marks the first major reimagining of Ugg's original format, which opened in New York's SoHo neighborhood in 2006.

"In 2006 Ugg was a pretty powerful, growing shoe company. The perception of the brand and the internal effort and category focus of Ugg in 2006 was primarily on shoes – as it should be. It's our home category," Deckers director of strategy development Anders Bergstrom told Women's Wear Daily. "But 10 years later, Ugg has evolved from a pretty big shoe company to a massive lifestyle brand that is now addressing multiple categories across a number of areas of life and, as such, the retail environment needed to reflect the offering of the brand."

At 2,800 sq. ft., the design contains elements that can be leveraged across the 150-store chain, according to Women's Wear Daily. In addition to the expanded assortment, technology is prominent. A digital content delivery system plays videos inside the store to not only promote product, but also set the mood.

The intention is to serve Ugg's existing customer while wooing a new, younger demographic. To that end, Ugg has also opened pop-up shops in key markets.
"The purpose of these stores has shifted slightly so it's not strictly about maximizing sales; it's about being directional," said Gerard Marceda, VP of North America retail at Deckers. "The assortments need to be really procured and unique and different and you have to utilize the concept channel to do things you can't do in other channels, like introduce new products."

The Florida location is just the first for Ugg. Next up is Shanghai, Las Vegas, Japan, World Trade Center in New York and Chicago. San Francisco, and ultimately that original location in SoHo, are also candidates for a makeover.

For more:
- see this Women's Wear Daily story

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