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.
Inside Ugg’s new Williamsburg store in Brooklyn.
Courtesy of Ugg
“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. So Williamsburg fits perfectly into that because it gives us another differentiated touch point with the consumer without cannibalizing the other two locations.”
For the store, Ugg partnered with Brooklyn-based artist Sarah Zapata, a member of the Queer|Art network, to create a one-of-a-kind mural inspired by the spirit of Brooklyn and the brand’s distinctive visual language. The partnership is representative of the Ugg brand’s broader approach to retail: working with local artists, creators and cultural voices to create experiences that feel authentic to the communities where its stores live, Trevino noted.
To celebrate the Williamsburg store opening, Ugg will bring a series of localized experiences and programming designed to engage the Williamsburg community. Throughout opening week and into November, guests can expect a rotating lineup of art, customization, gifting and community-focused experiences.
Inside Ugg’s new Williamsburg store in Brooklyn.
Courtesy of Ugg
And the celebrations have already started. Beginning Oct. 19, a four-week takeover of the city’s L Train will feature suede-inspired graphics and Tasman braid detailing across the exterior, alongside shearling-inspired posters inside that reimagine famous subway announcements with playful Ugg messaging (“Stand Clear of the Closing Doors Opening Stores”).
As for if this opening marks a new era of retail expansion for Ugg, Trevino said the brand isn’t necessarily looking to scale its physical footprint.
“This opening is more about showing a deeper level of intention, and our focus on consumer connection and differentiating stores,” Trevino said. “It’s about showing up in a way that we think is consistent, but also representative of the consumer that we’re in front of. So, all of the stores, whether it’s looking at any kind of new store in the future, or even our existing stores, what we’re analyzing and making more investment in is how we’re showing up for the consumer.”
Inside Ugg’s new Williamsburg store in Brooklyn.
Courtesy of Ugg
The opening comes one week after parent company Deckers Brands reported its latest earnings results. On Thursday, the Goleta, Calif.-based company reported that net sales in the second quarter of fiscal 2027 increased 3.5 percent to $1.48 billion compared to $1.43 billion in the same year-ago period. Net income for the three months ended Sept. 30 rose 16.8 percent to $313.1 million, or $2.31 a diluted share, from $268.2 million, or $1.82 a diluted share, the prior year.
Net sales this quarter missed analysts’ expectations, which called for net sales in the range of $1.50 billion to $1.52 billion. However, the company did beat the Street’s best bet when it comes to diluted earnings per share, with analysts expecting EPS to be in the range of $1.76 to $1.83, according to Yahoo Finance.
By brand, Hoka led the way with net sales of $677.2 million, a 6.8 percent increase compared to $634.1 million a year. At Ugg, net sales increased 3.5 percent to $786.4 million compared to $759.6 million over the same period.
Inside Ugg’s new Williamsburg store in Brooklyn.
Courtesy of Ugg