“Our goal is to have 12 standalone stores in key cities in France within the next five years,“ said Ugg marketing manager Audrey Beylemans.
The store’s merchandising is in line with the brand’s other shops globally, featuring brick walls, products displayed on sturdy rectangular tables and open shelves, as well as sofas and stools in chestnut leather.
Measuring 1,500 square feet, the store showcases a full assortment, including footwear and accessories. Bestselling items in France are the mid-high boots called Gershwin, the ankle boots Hazelwood and the classic motorcycle boots Dylyn, said Beylemans.
Ugg’s shoe collection is available in about 380 doors in France, a network of independent and department stores including Galeries Lafayette, Le Printemps and Le Bon Marché. Ugg will add a shop-in-shop in the new shoe space of the BHV Rivoli, to be unveiled on Oct. 25.
To fuel its growth in France, the French subsidiary has tapped Publicis Dialog to create an advertising and digital campaign called “Live Sensation,” shot by Peter Lippmann and showing legs and feet poking out from a fuzzy bubble chair.
“It is like a cocoon. We want to focus on the well-being, comfort and softness,” Beylemans said. There is also a Live Sensation pop-up shop located on Rue des Halles in Paris, where guests are invited to take off their shoes and experience walking on different surfaces in a black tunnel, including on the soft sheepskin and wool.