Ugg Parent Deckers Goes Omnichannel in Showcase Store
The most interesting part of Deckers Outdoor Corp.'s newest brick-and-mortar store isn't the lineup of Ugg boots and Sanuk sandals, it's the electronic hardware fixed throughout the space. A centrally placed bank of eight iPads allows customers to order out-of-stock items online and ship them free of charge. At a large touchscreen installed in one wall, shoppers can customize a pair of shearling boots and have them delivered. The 8,000-square-foot store is the first from Deckers to feature all seven of its footwear brands — which also include Teva, Tsubo, Ahnu and Mozo — for sale under one roof.