UGG opens in Dubai: Evolving perception of the iconic brand

Dubai, UAE, January 22, 2017:  UGG® (a division of Deckers Brands NYSE: DECK) today announced that it opened its first store in UAE at Mall of Emirates in Dubai. The space is over 1,100 Square feet and is operated by Apparel Group.

Founded in 1978 by a surfer on the West Coast of the United States, UGG® is a global lifestyle brand renowned for its Californian heritage and iconic Classic boot. This boot was the first modern-day celebrity “it” shoe, worn by Hollywood royalty, fashion editors, and then the world. Since then, the brand has expanded beyond its original icon. Drawing inspiration from its place of birth as well as the Classic boot’s timeless style and emotional resonance, UGG® now designs and retails footwear, apparel, accessories, and homeware. With an uncompromising attitude towards design, quality, and craftsmanship the UGG® brand has delivered over $1 billion in annual sales. 

This store marks the first major milestone between UGG and Apparel group and is the first UGG store of its kind in the EMEA region, unveiling a new design which celebrates the brands biggest relaunch in 37 years. The store, designed by Checkland Kindleysides, follows openings in Shanghai, New York and Tokyo earlier this year. 

“Our new retail environment is the pinnacle UGG brand experience,” says Stefano Caroti, president of omnichannel for parent company Deckers Brands. “It honours our history, celebrates the present and offers a glimpse into our exciting future.” The guiding principle behind the design is to immerse customers into the UGG brand while creating a sense of calm and tranquility. A Classics Bar in - store offers the brand’s signature sheepskin boots and provides a storytelling opportunity to relate UGG’s history, while brand iconography is used to create a design language unique to UGG. A larger than life digital screen offers panoramic images of dramatic scenery, delivering a sense of the ‘great outdoors’ and the versatility the brand offers across the broad product offer. 

There are more than 130 UGG® concept and outlet stores worldwide including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. UGG® also partners with the best retailers globally and is available in over 1000 points of sale worldwide. For more information please visit www.ugg.com @UGGformen

About Deckers Brands
Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The Company’s portfolio of brands includes UGG®, Koolaburra®, HOKA ONE ONE®, Teva® and Sanuk®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.