Iconic local brand Ugg Australia has expanded its empire with an exclusive first.
The label, a division of Deckers Outdoor Corporation, has opened its first Melbourne flagship store this week at the new Emporium Centre in Melbourne CBD.
This 256-square-metre retail space, three times larger than its expansive QVB store in Sydney, will showcase the global brand's full collection including, footwear, handbags and accessories.
The stand-alone store will also launch and range a collection of loungewear by Ugg Australia, which will be exclusive to the Melbourne fashion destination.
The new flagship store will mirror the Ugg Australia global store-design concept, and incorporates the brand’s signature design materials such as natural leather, raw wood and antique champagne metalwork.
Ugg Australia brand manager Kylie Joyce said the recently renovated Emporium building, featuring cutting-edge design, was the perfect fit for the brand's Melbourne flagship.
“We’re delighted to be launching our first flagship store in Melbourne’s Emporium Centre,” she said.
“We are looking forward to revealing the full breadth of the range - you can expect the unexpected.”
In the back half of the year the Melbourne Store will also introduce a new collection of the highly-anticipated exclusive Home Collection featuring cushions, throws, rugs and more.
The Ugg Australia Emporium store opened its doors on Thursday June 26, with an official launch event scheduled for late August.
Ugg Australia began in 1978 and now boasts stores in Beijing, Shanghai, Tokyo and Osaka, as well as London, Los Angeles, New York, Moscow, Paris, Auckland New Zealand, Sydney and now Melbourne.