Connie Rishwain

In conjunction with its new premium tween brand for girls called I Heart UGG, UGG Australia is planning to launch on July 14 a dedicated e-commerce site that will offer the entire product line called iheartugg.com. The line includes footwear, loungewear, accessories and handbags, and will be available in the United States, Japan and China. The new brand, the company said, has been designed to not only tap into the tween market but also to foster enduring brand loyalty among customers.