UGG® Opens First High-Tech Concept Store In Washington, D.C. Area

by Nate Hunter

Goleta, Calif. — The UGG® store is situated on the first floor of Tysons Galleria, a premier upscale shopping center located in McLean, Va., near Washington, D.C. 

Goleta, Calif. — Deckers Brands has opened its first-ever UGG® Australia technology-driven concept store, located in the Washington, D.C., metropolitan area. The new store serves as Deckers’ second “Innovation Lab” — the first being the company’s brand showcase store in the Santa Barbara, Calif., area — to test the latest omni-channel models, merchandising approaches and other innovations that can be deployed across company-owned retail locations.

“Omni-channel isn’t just a catchphrase for Deckers; it’s an integral part of our culture of innovation and our retail strategy — one that we’ve made investments in for more than 5 years now — to engage with our consumers with respect to their preferred shopping channel. That strategy is on full display at the UGG® store, where we are merging the best of digital and physical shopping experiences, and setting the foundation for future omni capabilities across our brands,” says Dave Powers, president of omni-channel for Deckers Brands.

The 2,110-square-foot store, now open, has a luxurious aesthetic complemented by sleek, interactive digital enhancements. By introducing elements of online shopping into the physical brick-and-mortar store, Deckers is giving UGG® consumers the opportunity to shop the nearly 230 SKUs on display, as well as Infinite UGG products — an “endless aisle” of merchandise not found in store.  

The company is also introducing radio-frequency identification (RFID) technology that allows consumers trying on merchandise to view digitally triggered content on four 65-inch HD touchscreens throughout the store, including product information and options, style tips, videos, related marketing campaigns and suggested complementary products. Consumers can send themselves SMS texts with a product link right from the HD screens. Deckers Brands partnered with Control Group, a New York-based technology and design consultancy, to create the frictionless, interactive intelligence solutions incorporated into the RFID tags and touchscreens.

UGG® sales associates will be equipped with iPads to attend to product questions, provide customer service support, and complete e-commerce purchase transactions for items not available on the sales floor. At checkout, transactions of in-stock merchandise will be completed on tablets — these are minimal cash wrap solutions created to re-configure the store layout and showcase even more UGG® brand products. 

The UGG® store is situated on the first floor of Tysons Galleria, a premier upscale shopping center located in McLean, Va., near Washington, D.C. 

Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The company’s portfolio of brands includes UGG®, I HEART UGG®, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO®, and HOKA ONE ONE®. Deckers Brands has 130 company-owned and operated retail stores. For more information, visit

Founded in 1978, UGG Australia concept and outlet stores offer the ultimate brand experience with 120-plus locations worldwide, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing. For more information, visit





SOURCE: Deckers Brands


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