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.
For complete coverage see tomorrow’s issue of WWD.