Ugg is set to open its first new store in five years on Wednesday.
Located at 129 North 6th Street in the Williamsburg neighborhood of Brooklyn, the 3,001-square-foot store showcases the Deckers Brands-owned footwear label’s range of shoes, apparel and accessories alongside locally rooted art, customization and community-driven experiences.
Cara Trevino, senior director of retail in North America for Ugg, told FN in an interview ahead of the store’s opening that the brand’s newest location marks a “new level of intention” around how Ugg is leveraging its retail presence to connect with its community.
The Williamsburg store reflects the brand’s vision for a more localized, experiential approach to physical retail, the executive noted. The goal is to create spaces that are “rooted in the communities they serve and designed to foster culture, connection and long-term consumer relationships.”
The brand’s Williamsburg location joins Ugg’s other stores in the city. The company’s first store in North America opened in SoHo in 2006, with its Fifth Avenue flagship joining the fleet in 2020. Ugg’s other permanent locations are in San Francisco; East Rutherford, N.J.; Paramus, N.J.; Atlanta; Chicago, and Bloomington, Minn. The company also has pop-ups in Costa Mesa, Calif., and Boston with a shop-in-shop at Macy’s Herald Square.
“We’re feeling great about those locations,” Trevino said. “When you look at Manhattan overall, between SoHo and having a downtown presence and being in Midtown, we’re really well positioned in both of those locations. And what we want to have is really a differentiated marketplace of retail.
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