UGG has announced the opening of its first flagship store located on 530 Fifth Avenue in New York City.
The multi-level, 12,842 square foot store is a depiction of the brand’s Californian roots and reflects on the UGG evolution, featuring products ranging from its iconic classic boots to ready-to-wear, accessories and home offerings.
The opening marks the start of an effort by the brand to establish its brick and mortar presence in the U.S. and abroad. The retailer plans to open a curated fleet of flagship stores internationally starting in 2021.
To shoe retailer is promoting the launch of its new store with a new marketing campaign called “Feel Love,” which aims to bring together the local community, highlighting three New York-based real-life heroes. The campaign is sensitive and timely given the tumultuous year that has been 2020. The company is also promoting its giveback program #UGGTOGETHER, which it had launched in April 2020 as a response to the global pandemic. The campaign has looked to feature and celebrate courageous everyday people, highlighting King’s County Distillery Co-Owner Colin Spoelman, ICU nurse Kimberly Llanto, and restaurant owner Melba Wilson.
“A gift is an expression of love and so is giving back,” said Andrea O’Donnell, President of UGG & 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.”