5 Top Image Flooring America Design Center –
NEW YORK — Ugg may accept its roots in Southern California, but the cast has called New York City to bare its all-around flagship.
The two-level, 12,842-square-foot abundance on the bend of 45th Street and Fifth Avenue, which opens Thursday, is advised to advertise Ugg as added than artlessly a cossack brand. That’s acutely axiomatic aloft entering the store, aback the brand’s new ready-to-wear collection, which launched in September, is advanced and center, alongside its signature shoes and accessories. The abundance additionally carries home products.
The assemblage was advised by Florencia Pita of the architectural close Quezada, and speaks to the brand’s artful of actuality adequate and comfortable. From the affidavit coats, bleed hoodies and cashmere diaphoresis accoutrement to the down-covered mittens and waterproof abate boots, the abundance offers a ambit of articles and amount credibility for men, women and children. The accoutrement and cossack is merchandised calm through the assemblage to drive home the bulletin of Ugg as a affairs brand.
The company’s aboriginal abstraction abundance opened in SoHo 14 years ago, but this new architecture is apparent as a “tipping point for the brand,” said Gerald Marceda, arch administrator of retail.
He said the aperture of the Fifth Avenue abundance marks the acme of two years of planning and work. The company’s abundance on Madison Avenue and 58th Street was advancing to the end of its 10-year charter and the accommodation was fabricated to move to Fifth Avenue. The communicable alone hardly delayed the opening, which was accepted to be in September, he said.
Marceda said the architecture of the store, which is LED-certified, is advised to reflect the brand’s California roots, and takes afflatus from the Eames House in the Pacific Palisades adjacency of Los Angeles. The capital attic is ablaze and aerial and is “reminiscent of California alfresco living,” he said. The added attic is advised to be “more affectionate and cozy.”
One arresting affection of the capital attic is an “unusual pathway,” he said, amid the accoutrement displays central the advanced access created from custom shingles agnate to those begin in the brand’s logo. That aforementioned architecture is acclimated on the exterior.
All of the accessories were fabricated in L.A. and custom panels abaft the banknote blanket and about the abundance actor the outsole of the Ugg signature boot. “It’s subtle, but pays admiration to our roots,” he said.
The capital attic additionally showcases an 80-foot-long “feature wall” that will be highlighting three bounded heroes for the aperture — King’s County Distiller Colin Spoelman, ICU assistant Kimberly Llanto and restaurant buyer Melba Wilson — as allotment of the brand’s Feel Love anniversary campaign. The bank will be rotated seasonally.
In the aback bend of the capital floor, appropriate abutting to the escalators, is a “flex room” that will be acclimated for artefact launches, collaborations or added focus products. In the past, the cast has partnered with anybody from Telfar and Heron Preston to Jeremy Scott, Molly Goddard and Feng Chen Wang and this would one of the sites breadth that artefact could be featured. For the opening, the amplitude will be acclimated for allowance wrapping.
To draw bodies to the added floor, the lighting can be customized and there will be artwork at the top. In June, for instance, to advance the brand’s Pride product, bubble lighting will “entice” shoppers upstairs, he said.
The added attic highlights men’s and kids commodity as able-bodied as a home area. A “cozy shop” appearance “perfect apprehension apparel” such as sweaters and sweatpants; there is an breadth adherent to abstruse achievement artefact for winter such as gloves and shearling ear muffs, and a archetypal allowance breadth some of the brand’s most-popular pieces are houses.
Among Ugg’s better sellers these canicule are a bright waterproof cossack — the Archetypal Bright Mini — with a shearling liner that retails for $150. The cossack is accessible in an arrangement of colors and there are commutual handbags as well.
For holiday, the cast is alms a accumulating emblazoned with sequins on boots and belvedere shoes amid added products, advised to address to a adolescent customer.
Overall, women’s accounts for 75 percent of Ugg’s sales, with men’s and children’s agreeable the added 25 percent.
Ugg, which is endemic by Deckers Brands, has been ability a rebranding advised to reconnect it to its California roots. The cast was founded in 1978 by an Australian surfer on the bank of California.
Dave Powers, admiral and arch controlling administrator of Deckers, said sales of Ugg in the added division concluded Sept 30 added 2.5 percent to $415 actor from $405 actor in the aforementioned aeon aftermost year. He said that the brand’s sales accept historically been apprenticed by archetypal Ugg artefact to broad accounts, but this year, the cast is accepting success with full-price sell-through of its Fluff band of slipper-sandals at its own food and added retailers. This artefact is abnormally accepted with adolescent people, he said, and Ugg is extending the authorization above women’s to men’s, kids and commutual articles such as the Disco Slide and Fluttita.
The division additionally apparent the admission of the brand’s aboriginal ready-to-wear collection. Although it has offered loungewear, sleepwear and outerwear for several years, this is its aboriginal accurate rtw line. Nordstrom was the absolute barrage partner.
“While ready-to-wear is not accepted to drive cogent acquirement aggregate this year, sellthrough has been impressive, and we’re encouraged to see cantankerous class purchasing in ready-to-wear and cossack products,” Powers said. “Given the absolute acknowledgment from primarily adolescent consumers, we feel this speaks able-bodied to the abiding affairs befalling for Ugg, and our teams are already alive to aggrandize ready-to-wear with added articles and partners.”
He said appropriate now, rtw accounts for beneath than 10 percent of all-embracing sales but he believes there is “a lot of opportunity” for this class in the abutting three to bristles years.
So apprehend rtw to abide to accept a home in the New York flagship as able-bodied as the company’s added food in the U.S. Overall, Ugg operates 55 food in America — 30 full-price and 25 outlets — but the new Fifth Avenue abundance is the largest. Marceda said the plan is to use the architecture as a “roadmap” for food in added cities such as London, Los Angeles, Shanghai and Beijing, as able-bodied as in shop-in-shops at broad ally such as Macy’s and the aperture stores.
And while the communicable affected Ugg to booty a “little bit of a pause,” Marceda said it additionally accustomed the cast to “take a beginning attending at the market.” While he acknowledges that cartage in New York City has not recovered aback workers and association larboard boondocks during the pandemic, he’s demography a abiding appearance of the future. “We’re activity to be actuality 10 years,” he said.
Flooring America Design Center
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