Ugg Australia is taking a big step in retail.
The lifestyle brand that built its reputation on sheepskin boots is opening a freestanding boutique at 79 Mercer Street in Manhattan’s SoHo on Thursday after a launch party Wednesday night.
“We feel like the brand has evolved,” said Connie Rishwain, president of Ugg Australia. “The best way to showcase the full range of that evolution is to open our own retail store.”
Until now, Ugg has had only outlet stores, in Camarillo, Calif.; Wrentham, Mass., and Riverhead on New York’s Long Island. There are no plans to open more full-price stores in the U.S., although locations in Canada, England and the Netherlands are being discussed, Rishwain said.
“The store is a test for us in terms of what we can do,” she added.
The 1,800-square-foot shop is designed in earth tones in suede, leather, wood and bronze. It will showcase the full range of Ugg products, including women’s, men’s and children’s footwear, bags and cold-weather accessories, which are produced under a license with Fownes Bros. The store will unveil the brand’s new outerwear, which makes its debut for spring under a license with Weatherproof Garment Co.
Rishwain declined to provide sales projections for the store, but said sales of women’s products are expected to make up most of volume. Women’s footwear retails from $60 to $400, men’s shoes range from $60 to $200 and children’s, from $40 to $120.
The brand has dabbled in home goods, like rugs and pillows, but there are no plans to develop other categories to round out the assortment, Rishwain said.
“Growing a footwear business is a full-time job, even though we have talked about other categories,” she said.
Ugg was founded in California in 1978 by Australian surfer Brian Smith. Deckers Outdoor Corp. acquired Ugg in 1995. It is now based in Galeta, Calif.