The brand yesterday opened a 200-sq.-ft. concept shop in Step2wo, Selfridges’ London’s children’s footwear concession. The shop features the largest selection of Ugg baby and kids’ products in Europe. Plans also call for the rollout of Ugg shops in the Step2wo concessions in Selfridges’ Birmingham and Manchester, England, locations.
“Kids’ is a category of focus for our brand, so we are delighted to have the opportunity to showcase in this environment,” said Gianni Georgiades, Ugg Australia’s European brand director.
Nick Rayne, owner of Step2wo, said the new concept shop allows Selfridges to carry a much broader offering of the Ugg line, which has long been a key part of the department store’s kids’ assortment. “The Ugg product range [now extends to] slippers, shoes and even sandals, making it a multicategory, year-round brand,” he said. “This is why we believe [the new shop] will be a huge success.”