The Ugg store at the Oculus at One World Trade in New York City.
Ugg seems to be making a comeback this fall after originally gaining popularity in the early 2000s.
Deckers Outdoor Corp, which owns Ugg, reported the brand’s sales increased by $28.1 million year-over-year in its most recent quarter.
I visited an Ugg store in New York City to see what business has been like.
As cooler weather begins to set in, you may have noticed a style trend from the early 2000s resurfacing among your friends and celebrities like Bella Hadid and Keke Palmer: Ugg boots.
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Source: Elle
In October, Deckers Outdoor Corp, which owns shoe retailers like Ugg and Hoka, reported a Q2 net sales increase of 21.3% to $876 million. Ugg was the brand at the forefront of earnings, with net sales jumping from $448.4 million from the same time last year to $476.5 million.
Ann Matica
Source: Deckers Brands
This resurgence begs the question: are Uggs really back? With that in mind, I decided to visit an Ugg store in New York City to see if the brand really is thriving once again.
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I went to the Ugg store located in the Oculus at One World Trade Center.
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Walking through the World Trade Center’s doors, I was immediately greeted by the hustle and bustle of enthusiastic shoppers.
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It took me about 15 minutes to find the Ugg store tucked in the corner of a balcony level.
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The sleek 3,482 square-foot Ugg store first opened in 2017, almost 40 years after the company was originally launched.
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A sign encouraging customers to join the Ugg rewards program to receive shipping perks, store bonuses, and a $20 coupon was set up by the entrance.
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The store was brightly lit and had glass display shelves for shoppers to browse.
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On the back wall, a blue and orange gradient helped set a relaxing atmosphere.
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I was surprised by the store’s large selection of apparel, since I’d previously only considered Ugg to be a shoe brand.
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There was a rack of Ugg puffer jackets for customers shopping for the colder months.
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A pair of blue knitted hand warmers also caught my attention.
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Along with winter garb, the store also sells incredibly soft bathrobes.
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The shelves nearby had fluffy slippers and blankets on display.
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I peeked into the spacious dressing room open to customers. There were multiple large mirrors against the wall for shoppers to use while trying on the Ugg clothes.
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Large wooden tables were set up to show off the store’s main attraction: its shoes.
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The location carried boots in all shapes and sizes, including the brand’s Bailey Bow II boots complete with ribbons, which retails for $200.
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There were also more recent designs, like the Tazz Platform Slippers, which have recently grown in popularity and are priced at $120 …
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… as well as a cheaper yellow clog version for $80.
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The store also carries Ugg sneakers that cost $120 a pair.
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On the opposite wall from the women’s clothing and shoe section are the menswear options.
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While Ugg may not be stereotypically thought of as a men’s clothing and shoe brand, the store actually carried a decent variety of men’s long sleeved shirts, sweatpants, and boots.
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I particularly liked these red men’s Tasman slippers and was disappointed when a store associate told me they didn’t carry the color in women’s sizes.
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The men’s clothing and footwear seemed to only have a couple color options available, like black, red, and navy blue.
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Once I’d checked out the entire store, I came across the children’s section on my way out.
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The shoes were priced between $55 and $150 depending on the style, which seemed on the higher end for kids’ shoes.
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After going to the Ugg store, which felt like an upscale retail experience, I’m not surprised that the company has been successfully drawing customers in and growing its earnings.
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Whether you love Uggs or hate them, there is no denying that the brand is successfully making a comeback.
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