Celebrating the 10th anniversary of its first retail store in SoHo, Manhattan, UGG® (a division of Deckers Brands) (NYSE: DECK) opened its new flagship store today in Disney Springs at Walt Disney World Resort in Lake Buena Vista, Florida. The new location features a unique retail design that celebrates the brand’s heritage while revealing its vision for the future. This will be followed by additional flagship doors opening in Shanghai, Tokyo and New York City later this year.
UGG® at Disney Springs opens on the heels of the brand announcing its first global women’s brand ambassador, supermodel Rosie Huntington-Whiteley, who will be the face of be the biggest re-launch the brand has seen in 37 years. With these exciting developments, UGG® further cements its place as a global lifestyle brand.
“Our new retail environment is the pinnacle UGG brand experience. It honors our history, celebrates the present and offers a glimpse into our exciting future,” says Stefano Caroti, President of Omni-Channel, Deckers Brands. “As a physical expression of the UGG life, visitors are transported directly into the comfort of the casual California lifestyle, the home of UGG.”
The 2,828-square-foot retail space is located in Disney Springs’ new Town Center neighborhood, which features Spanish “Revival” style architecture inspired by the rich history of explorers who landed in Florida centuries ago. UGG® at Disney Springs showcases the brand’s Southern California roots via natural warmth and sumptuous comfort. The store, designed in partnership with Checkland Kindleysides of the UK, comes to life through a soft-focus color palette to create a highly compelling and emotive premium brand experience.
“Our new store concept is more than a place where boots are sold. It’s an environment where the brand lives,” said Anders Bergstrom, Director of Insights and Design Strategy. “Our intention is to give every guest who visits our store the opportunity to experience the complete UGG lifestyle firsthand.”
The new retail space will have dedicated areas for men’s, women’s, kid’s and lifestyle including loungewear, handbags, accessories and home goods. To celebrate the grand opening of the new Disney Springs location, a limited-edition UGG® Classic Short Boot will feature Swarovski elements inspired by some of Disney’s most beloved characters – Mickey Mouse, Minnie Mouse and Tinkerbell. Starting at $395, the collection will be available exclusively at the UGG® location at Disney Springs and at www.ugg.com/disney while sizes last.
For more information on UGG® or to find a retail location near you please visit http://www.ugg.com/storelocator.
