BR Video: Ugg Covent Garden launch proves a hit

by Nikki Sandison and Jacquie Bowser, Brand Republic 28-Nov-08, 09:00

LONDON - Ugg Australia opened its first West End flagship store in Covent Garden to a queue of eager shoppers and Brand Republic was there to capture the action -- watch the video now.

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Ugg Australia, famous for its sheepskin-lined boots popular with the likes of Kate Moss and Cameron Diaz, opened its first West End flagship store in Covent Garden at midday yesterday as part of its expansion into Europe.

The launch appeared to be a success as shoppers queued up outside waiting for the store to open and left laden with bags.

The night before the launch Ugg held a VIP party attended by celebrities including model and 'Strictly Come Dancing' star Jodie Kidd, 'The Office' actor Martin Freeman and 'Doctor Who' star Freema Agyeman.

Connie Rishwain, president of Ugg Australia, said: "The continued overwhelming global response to the Ugg Australia brand has provided an amazing opportunity for expansion. As one of Ugg Australia's largest markets, the brand is embraced by the UK and its residents."

Ugg Australia was founded in 1978 by Brian Smith, a young surfer from Australia who took a trip to the US with a bag full of sheepskin boots. Since then the brand has expanded to include a range of footwear, outerwear, cold weather accessories and handbags.

Brits seem blissfully unaware that Australians prefer to wear their Uggs in-doors as slippers while in the UK it has become essential celebrity wear with the likes of Lilly Allen, Katie Price, Britney Spears and Madonna all choosing Ugg.

Comments

Jennifer Whitehead - 28/11/2008

Nice video. Ugg has come a long way from being sold via Skinny's Sheep Skin Hideout in Sydney. Wonder why those recruitment consultants have nothing better to do that queue up to get in a shop in the middle of the day though...

Kara Wardell - 28/11/2008

I love Ugg boots and love the brand - it's jsut a shame they're made in china like everything else...

Jane Hammond - 28/11/2008

and the brand is owned by americans anyway there's hardly anything australian about them.....but they are good slippers

Jack Milligan - 28/11/2008

Great choice of people to interview about a fashion brand. I really want to shop there now!

Alastair MacDonald - 29/11/2008

UGG - the word just about sums up their prehistoric approach to customer service. I have been searching for a specific model/size pair for my daughter's birthday, but it isn't available on their website \(neither are there any details of the two London stores), I get no reply when I phone the number listed on the Westfield website, and no response either to an e-mail to their customer service dept in Port Glasgow. Talk about being a fashion victim ...

werwr wrwerwewr - 30/11/2008

Great report and thanks to the effort. But a BIG ummmmmm...Jennifer Whitehead!!! I totally agree with you, this is actually rather pathetic to see people are happily prepared to waste thier time etc.

I'm wondering if these people have such commitment to thier work and social responsibilities? Fashion, then what???