{"id":384929,"date":"2026-10-28T05:00:14","date_gmt":"2026-10-28T05:00:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/384929\/"},"modified":"2026-10-28T05:00:14","modified_gmt":"2026-10-28T05:00:14","slug":"ugg-opens-new-store-in-williamsburg-its-first-in-five-years","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/384929\/","title":{"rendered":"Ugg Opens New Store in Williamsburg, Its First in Five Years"},"content":{"rendered":"

\n\tUgg<\/a> is set to open its first new store in five years on Wednesday.<\/p>\n

\n\tLocated at 129 North 6th Street in the Williamsburg neighborhood of Brooklyn, the 3,001-square-foot store showcases the Deckers Brands<\/a>-owned footwear label\u2019s range of shoes, apparel and accessories alongside locally rooted art, customization and community-driven experiences.<\/p>\n

\n\tCara Trevino, senior director of retail in North America for Ugg<\/a>, told FN in an interview ahead of the store\u2019s opening that the brand\u2019s newest location marks a \u201cnew level of intention\u201d around how Ugg is leveraging its retail presence to connect with its community.<\/p>\n

\n\tThe Williamsburg store reflects the brand\u2019s vision for a more localized, experiential approach to physical retail, the executive noted. The goal is to create spaces that are \u201crooted in the communities they serve and designed to foster culture, connection and long-term consumer relationships.\u201d<\/p>\n

\n\tThe brand\u2019s Williamsburg location joins Ugg\u2019s other stores in the city. The company\u2019s first store in North America opened in SoHo in 2006, with its Fifth Avenue flagship joining the fleet in 2020. Ugg\u2019s 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<\/a> in Costa Mesa, Calif., and Boston with a shop-in-shop at Macy\u2019s Herald Square.<\/p>\n

\t\t\t\t\t\t\"Ugg,<\/p>\n

\t\t\t\t\tInside Ugg\u2019s new Williamsburg store in Brooklyn.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Ugg<\/p>\n

\n\t\u201cWe\u2019re feeling great about those locations,\u201d Trevino said. \u201cWhen you look at Manhattan overall, between SoHo and having a downtown presence and being in Midtown, we\u2019re 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.\u201d<\/p>\n

\n\tFor the store, Ugg partnered with<\/a> 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\u2019s distinctive visual language. The partnership is representative of the Ugg brand\u2019s 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.<\/p>\n

\n\tTo celebrate the Williamsburg store opening<\/a>, 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.<\/p>\n

\t\t\t\t\t\t\"Ugg,<\/p>\n

\t\t\t\t\tInside Ugg\u2019s new Williamsburg store in Brooklyn.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Ugg<\/p>\n

\n\tAnd the celebrations have already started<\/a>. Beginning Oct. 19, a four-week takeover of the city\u2019s 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 (\u201cStand Clear of the Closing Doors Opening Stores\u201d).<\/p>\n

\n\tAs for if this opening marks a new era of retail expansion for Ugg, Trevino said the brand isn\u2019t necessarily looking to scale its physical footprint.<\/p>\n

\n\t\u201cThis opening is more about showing a deeper level of intention, and our focus on consumer connection and differentiating stores,\u201d Trevino said. \u201cIt\u2019s about showing up in a way that we think is consistent, but also representative of the consumer that we\u2019re in front of. So, all of the stores, whether it\u2019s looking at any kind of new store in the future, or even our existing stores, what we\u2019re analyzing and making more investment in is how we\u2019re showing up for the consumer.\u201d<\/p>\n

\t\t\t\t\t\t\"Ugg,<\/p>\n

\t\t\t\t\tInside Ugg\u2019s new Williamsburg store in Brooklyn.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Ugg<\/p>\n

\n\tThe opening comes one week after parent company Deckers Brands<\/a> reported its latest earnings results<\/a>. 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.<\/p>\n

\n\tNet sales this quarter missed analysts\u2019 expectations, which called for net sales in the range of $1.50 billion to $1.52 billion. However, the company did beat the Street\u2019s 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.<\/p>\n

\n\tBy brand, Hoka led the way<\/a> 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.<\/p>\n

\t\t\t\t\t\t\"Ugg,<\/p>\n

\t\t\t\t\tInside Ugg\u2019s new Williamsburg store in Brooklyn.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Ugg<\/p>\n","protected":false},"excerpt":{"rendered":"Ugg is set to open its first new store in five years on Wednesday. Located at 129 North…\n","protected":false},"author":2,"featured_media":384930,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[98,100,99,140414,9,24,63,1889,140415],"class_list":["post-384929","post","type-post","status-publish","format-standard","has-post-thumbnail","category-brooklyn","tag-brooklyn","tag-brooklyn-headlines","tag-brooklyn-news","tag-deckers-brands","tag-new-york","tag-new-york-city","tag-nyc","tag-store-opening","tag-ugg"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/384929","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=384929"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/384929\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/384930"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=384929"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=384929"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=384929"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}