Ugg's Brand Expansion Will Keep Them On Top this Holiday Season

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Decker are expanding the UGG Australia Brand and will reap the benefits at Christmas

The on-line shoe retailer is expecting a sell-out of its Ugg brand boots this season, particularly in the run up to Christmas, an extremely busy period for retailers everywhere. also have a store in Birmingham’s Bullring Shopping Centre, situated next to Selfridges on the ground floor and one of their biggest sellers is the Ugg boot. This Christmas is predicted to be extremely busy and have ordered extra stock in all of their top Ugg ranges to cope with the expected high demand for this popular boot so that customers will not be disappointed when they come to get their Uggs.

Ugg Australia are currently owned by Decker’s Outoors who took over the brand in the mid 90’s and have clearly done a great job steering the business through its very successful last decade of sales. There are many theories about how Decker’s have managed to create such a hugely successful brand of boot and some might say it is the boot itself which is a classic and has been the perfect choice in the cold autumn and winter months and the generally quite wet climate we have here has meant that we certainly need a sturdy, warm, dry boot to wear which goes with every new seasons trends and the Ugg has certainly become first choice.

Maybe Decker’s success is down to the way it has managed to keep the publics interest by regularly releasing new styles and ranges of equally gorgeous and stylish designs to keep customers coming back for more year after year.

This brand longevity can also be seen in the way that Deckers have developed the Ugg boot to extend its appeal, for example it now produces a very popular range of kids boots as well as selling men’s Ugg boots too. The men’s Uggs are proving extremely popular after the Autumn/Winter catwalk previews saw men’s boots featured heavily with the clothing fashions being fairly relaxed with jeans tucked nonchalantly into open boots, cool and trendy and a great look for the stylish man this season. So whilst always keeping one eye on the fashion trends and making sure their range fits perfectly with the changing seasons Ugg have made sure they have become synonymous with every seasons fashion trend.

Kids fashion has always been a big industry and the Ugg boots for children have been a huge contributor to the overall look for a cute but oh-so-cool kid about town. Though they still cost quite a bit, parents don’t mind spending money on a decent pair of boots that their children can wear all winter and also that their kids are happy because they look as trendy as can be in their chunky boots with the lovely warm lining!

So respect goes to Decker’s who seem to be moving with the times and are possibly one of the few companies who are predicting profits this year in such an unstable economic climate as we are currently experiencing. Maybe other companies should be looking to them for guidance on how to get through these tough times and maybe even make a little bit of profit. But, refusing to be daunted by the current economic downturn, Decker’s are planning further expansion with their fabulous Ugg brand of clothing and accessories such as handbags and rugs to name but a few, this range is currently only available on-line here at the moment but with this news also comes the news that Decker’s are planning to open more stores to sell its own brands as well as supplying them to selected retailers like as mentioned previously. This move signals the confidence that Decker’s has in the Ugg brand to take them further and opening its own retail stores both in the US and overseas is a sure fire way of consolidating the brand recognition amongst its customers as well as adding a lot more new ones too.

About Cloggs: has been an official retailer of UGGs ( and stocks a full range of all their latest styles including the UGG Bailey Button ( and the classic tall ugg boots ( They also stock a range of other brands including Crocs, Dr Martens and Converse.


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Nigel Linton
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