UGG® Launches New Tween Brand – I Heart UGG

E-commerce site and dedicated concept stores to introduce a brand combining a fun, youthful aesthetic with the iconic comfort and luxury of UGG

 On July 14(th), UGG Australia will launch I Heart UGG, a premium tween brand for girls, with a product line that includes: footwear, loungewear, accessories and handbags. This new brand incorporates colors, prints, patterns and construction elements made specifically for the tween consumer’s taste and lifestyle. I Heart UGG has been designed to not only tap into the lucrative tween market, but also to foster enduring brand loyalty among customers.  The debut collection will launch in the U.S., Japan and China.

Targeting the tween girl (ages 9-13), UGG set out to develop a range of products that are vibrant, fresh and playful, with the same attention to detail, craftsmanship and comfort that is synonymous with the iconic global UGG brand. “This an important time in a young girl’s life and her tastes and needs are different than in any other life stage,” says UGG Australia President Connie Rishwain. “The key was to make this product uniquely different from the UGG brand, yet also very recognizable as UGG.”

Distinct design elements include: I Heart UGG logo heel plate, a red heart rivet on every piece of footwear, distinct “Kiss” stitching on seams and, of course, a cell phone pocket in select boots.

I Heart UGG will be sold on a new e-commerce site,, which will launch simultaneously on July 14(th).  Additionally, select retailers, such as Nordstrom, Zappos and Dillard’s and the following UGG Australia flagship stores, will carry the line:

  1. South Coast Plaza — Costa Mesa, CA
  2. Sutter Street — San Francisco, CA
  3. Hyatt Regency Waikiki — Honolulu, HI
  4. Mall of America — Minneapolis, MN
  5. Rush Street — Chicago, IL
  6. Madison Avenue — New York, NY
  7. Upper West Side — New York, NY
  8. SoHo — New York, NY
  9. Meatpacking — New York, NY
    Two dedicated I Heart UGG concept stores in Waikiki, HI and in San Francisco, CA are set to open in early September 2014.

UGG Australia has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship and delivering new and innovative styles well beyond the original sheepskin boots and slippers.  UGG Australia is recognized as a premium lifestyle brand that offers footwear, apparel, outerwear, accessories and handbags and has grown to over $1 billion in sales.  UGG Australia concept stores offer the ultimate brand experience with over 70 stores worldwide including New York, Chicago, San Francisco, Los Angeles, Miami, London, Tokyo, Shanghai, Beijing and Moscow.  UGG Australia operates on several social media platforms including Twitter, Vine, Pinterest, in addition to a branded blog entitled Plush Hour.  In 2012 the brand exceeded two million fans on Facebook.  Every genuine UGG product is linked together by the unforgettable sheepskin experience, and a feeling that is truly like nothing else.

SOURCE  UGG Australia