Ugg Opens First New Store in Five Years as Deckers Posts Mixed Quarter

Ugg opens its first new store in five years on Wednesday at 129 North 6th Street in Williamsburg, Brooklyn — a 3,001-square-foot location that parent Deckers Brands is framing as a test of localized retail strategy rather than the start of a footprint expansion.

The store stocks the full range of footwear, apparel and accessories from the Deckers-owned label, alongside locally rooted art, customization services and community programming. Cara Trevino, senior director of retail in North America for Ugg, said the location marks a "new level of intention" in how the brand uses retail to connect with its community. She described the goal as creating spaces "rooted in the communities they serve and designed to foster culture, connection and long-term consumer relationships."

Where does the store sit in Ugg's network?

The Williamsburg site joins a small permanent fleet. Ugg opened its first North American store in SoHo in 2006 and added its Fifth Avenue flagship in 2020. Other permanent locations operate in San Francisco; East Rutherford, N.J.; Paramus, N.J.; Atlanta; Chicago, and Bloomington, Minn. The company also runs pop-ups in Costa Mesa, Calif., and Boston, plus a shop-in-shop at Macy's Herald Square.

Trevino said the new store gives Ugg a differentiated touch point without cannibalizing existing Manhattan locations. "We're feeling great about those locations," she 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."

For the interior, Ugg commissioned Brooklyn-based artist Sarah Zapata, a member of the Queer|Art network, to create a one-off mural drawing on Brooklyn's spirit and the brand's visual language. Trevino positioned the commission as representative of a broader approach: partnering with local artists, creators and cultural voices to make stores feel authentic to their communities.

What marketing supports the opening?

Programming runs through opening week and into November, with a rotating lineup of art, customization, gifting and community events. Starting Oct. 19, a four-week takeover of the city's L Train features suede-inspired graphics and Tasman braid detailing on train exteriors, with shearling-inspired posters inside reworking familiar subway announcements — including "Stand Clear of the Closing Doors Opening Stores."

Trevino ruled out an aggressive expansion pipeline. "This opening is more about showing a deeper level of intention, and our focus on consumer connection and differentiating stores," she said. Investment, she added, is going into "how we're showing up for the consumer" across both new and existing stores.

How did Deckers' quarter land?

The opening comes one week after Goleta, Calif.-based Deckers reported results for the second quarter of fiscal 2027. Net sales rose 3.5 percent to $1.48 billion from $1.43 billion a year earlier, missing analyst expectations of $1.50 billion to $1.52 billion. Net income for the three months ended Sept. 30 climbed 16.8 percent to $313.1 million, or $2.31 a diluted share, from $268.2 million, or $1.82, in the prior-year period — beating the Street's EPS estimate range of $1.76 to $1.83, according to Yahoo Finance.

By brand, Hoka led growth with net sales of $677.2 million, up 6.8 percent from $634.1 million. Ugg's net sales rose 3.5 percent to $786.4 million from $759.6 million, meaning the brand still accounts for more than half of group revenue.

With a single new door and no stated expansion timetable, Ugg is signaling that its next retail phase will be measured by engagement per store rather than store count.