Shopping · April 27, 2021

The Success story of the UGG Stores


UGG, formerly from Australia, is an American footwear brand founded by Brian Smith and Doug Jensen in 1978 in California. Partnered with Deckers Brands that is headquartered in Goleta, California in 1995,  the UGG Store is known for its proficiency in making an unprecedented collection of footwear, accessories, clothing, outerwear, home goods, and other products. The UGG Store has acquired huge success and is known for the diversity opted in their footwear collection. The brand is popular in the United States and 130 other countries. The factories concerned with the stores are located in Vietnam and China. The fur used for the boots is sourced from Australia, Ireland, United Kingdom, or the United States. The boots from UGG are discerned as a fashion trend among both men and women since the early 2000s. The collection expanded from the manufacturing of leather and canvas footwear to handbags, clothing, outwear, hats, gloves, home products like blankets and pillows, etc. 

Smith and Jensen began their journey by first applying to be the US distributors for the Western Australian sheepskin boot manufacturers. Discontent with the brand, Smith trademarked UGG. Later, family and friends invested in the venture in help, they set up the UGG Imports. In its first season, UGG sold 28 pairs of boots. Unfortunately in 1979, Jensen handed over his share of the company to Smith due to other business commitments. 

Sales grew steadily and the collection bagged popularity and successful feedback from the clients. With the urge to provide his clients with phenomenal products, Smith started UGG Holdings Inc. In 1985, the brand git registered under a US trademark with the following words:

“Original UGG Boot UGG Australia”

80% of the UGG sales were from Southern Orange County, California. UGG Stores gained international attention after the boots were worn by a United States Olympic team in Lillehammer for the 1994 winter Olympics. UGG experienced much profit and began to flourish in business and style. It was also established as an international brand. After it collaborated with the Decker Brand, the sheepskin of Australia was sourced by the brand itself.

UGG has grown as a style staple since they first came into view on Oprah Winfrey’s show, ‘Oprah’s Favourite Things’ in 2003. The brand later received an unusual surge in sales. Later on their success, the store partnered or collaborated with a few exclusive brands or companies like Jimmy Choo in 2009, Swarovski in 2010, Pixar in 2015. They launched a capsule collection and produced Disney-themed boots featuring Mickey Mouse, Minnie Mouse, and Tinker Bell. UGG launched its first men’s advertising campaign in 2011. The first UGG men stand-alone store was unfolded in New York in 2012. In 2013, they launched the home goods or home product collection which included products such as rugs, blankets, pillows, and other home pieces.

Times immemorial, the boots from the brand gained much larger popularity and recognition even among prominent people. They were frequently seen worn by notable celebrities who include Kate Upton, Blake Lively, Kate Hudson, Cameron Diaz, Jennifer Lopez, and Sarah Jessica Parker. The shoes have also been spotted on Leonardo DiCaprio and guitarist of the Rolling Stones, Ronnie Wood. 

Inspired by the traditional Australian UGG Boot design, the boots evolved over the years to become what it is known for today as the UGG ‘Classic’ style. Though the brand has faced many complications, they left no stone unturned in delivering the ideal products to their clients.