UGG Opens Evolved Store Experience in Brooklyn

UGG (Santa Barbara, Calif.) has opened its latest store in Brooklyn, N.Y., its first new location in the U.S. in five years. The 3001-square-foot shop, at 129 N. 6th St. in the New York borough’s Williamsburg neighborhood, represents “an important milestone in the evolution of its brand presence and retail experience,” the Decker Brands unit said in a news release.

“We’re excited to bring UGG to Williamsburg and create a space that feels truly connected to the community,” said Tracy Paoletti, VP & General Manager, UGG North America. “This store represents how we’re evolving our retail experience — bringing together product, creativity, customization and local partnerships to create meaningful connections with consumers.”

The opening brings the brand’s broader lifestyle offer to Williamsburg, showcasing its range of footwear (including its signature chunky boots), apparel and accessories, alongside locally rooted art, customization and community-driven moments.

Rather than a one-size-fits-all approach, UGG said it is differentiating its stores to reflect the culture, creativity and energy of their communities. UGG Williamsburg serves as a blueprint for this approach by including such features as a custom and permanent mural in the store that created by Brooklyn-based artist Sarah Zapata, who is a member of the Queer|Art network, an ongoing UGG partner.

Founded in 1978 by an Australian surfer on the coast of California, UGG has grown to have more than $2 billion in annual sales. The brand sells its goods through such retail partners as DSW, Neiman Marcus, Nordstrom/Nordstrom Rack and Dick’s Sporting Goods, and also has its own concept and outlet stores in such markets as New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing. As a unit of Deckers Brands, its sister brands include HOKA and Teva.