Deckers president of fashion lifestyle exits

By

Robin Driver

Published
Sep 28, 2021

Andrea O’Donnell has stepped down from her role as president of Goleta, California-based footwear group Deckers Brands’ fashion lifestyle division, which includes the Ugg and Koolaburra businesses.

 
O’Donnell is leaving the company to accept another opportunity and will be succeeded on an interim basis by Deckers CEO and president Dave Powers while the group searches for her permanent replacement.
 
Since joining Deckers in 2016, O’Donnell has been instrumental in the renaissance of the Ugg brand, overseeing the revival and development of the label responsible for one of the most recognizable footwear trends of the mid-to-late noughties, efforts which have involved diversifying the business’ product offering considerably.

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In 2017, the brand signed off on a collaboration with designer Jeremy Scott, and versions of its iconic sheepskin boots have since been featured on the runways of labels including Y/Project and Sacai. In 2021, the brand’s comeback seems to be confirmed, with its shoes having been spotted on some of the buzziest models and trendsetters, including Kendall Jenner, Kaia Gerber and Joan Smalls.
 
“Under Andrea's leadership and contagious passion for the brand, Ugg has seen record levels of consumer demand and brand consideration. Her expertise and insight have been invaluable in expanding the Ugg brand's potential and setting up an even more robust growth trajectory,” explained Powers in a release.
 
“I am incredibly proud of everything the fashion lifestyle team has achieved during my five years with the company," added O'Donnell. The Ugg brand, currently in its strongest position ever, continues to grow as a year-round global lifestyle brand with an increasingly diverse and bold product offering.”
 
In the fiscal year ended March 31, 2021, Deckers reported net sales of $2.546 billion, up 19.4% compared to the previous year. The Ugg business accounted for $1.717 billion of this total, representing a 12.9% increase compared to the brand’s revenues the year before.