Ugg opens flagship in New York City

By

Jennifer Braun

Published
Nov 20, 2020

Decker Brands subsidiary Ugg debuted on Thursday a new flagship store in New York City, at 530 Fifth Avenue.

The concept store marks the first of its kind for the brand and reimagines its California roots with a 12,842-square-foot store that showcases its collections of footwear, ready-to-wear, accessories and home. 

The multi-level store also offers a fresh store design that highlights the specific qualities of a California landscape and its elements. It was designed by Los Angeles-based architecture studio Florencia Pita & Co., in partnership with San Francisco-based Quezada Architecture, and is expected to feature exclusive items and experiences throughout the years.

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"We are thrilled to launch the new Ugg Flagship on Fifth Avenue in New York City," said Stefano Caroti, president of omni-channel, Deckers Brands.

"As the pinnacle expression of our brand, we will showcase the breadth and depth of Ugg as a true lifestyle brand and provide the customer with the ultimate brand experience.”

The store opening coincides with a regionalized holiday campaign that features three New York-based real-life heroes including King's County Distillery Co-Owner Colin Spoelman, ICU nurse Kimberly Llanto, and restaurant owner Melba Wilson. 

Dubbed 'Feel Love', the campaign builds upon the brand's platform and its giveback program, which it launched in April as a response to the global pandemic.

"A gift is an expression of love and so is giving back," said Andrea O'Donnell, president of Ugg and Koolaburra by Ugg of Deckers Brands.

"To launch our flagship in New York City, we wanted to recognize those brave people and innovators who give back every day of the year and ask our community to honor friends, family and colleagues who do the same. In these turbulent times feeling love is the best antidote I can think of.”

UGG donated $10,000 to each charity proposed by the campaign's real-life heroes.

The brand currently owns over 130 concept and outlet stores worldwide in key markets such as New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing.