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Deckers Bows First Brand Showcase Store

Deckers Outdoor Corp. is taking its retail reach to the next level with a new flagship.

Deckers’ first “brand showcase” store, located at the firm’s headquarters in Goleta, Calif., opened to the public today. The 8,000-sq.-ft. location will serve as a testing ground for new product and technology, in addition to offering regular collections from Deckers labels including Ugg Australia, Teva, Sanuk, Tsubo, Ahnu, Mozo and Hoka One One.

The flagship also will allow shoppers to customize product in-store via iPad, with free shipping or in-store pick-up options. “With the launch of this ‘innovation lab,’ we’re better able to listen to customers’ feedback, make product and service adjustments more efficiently, and heighten the overall customer experience,”  Deckers’ president of omnichannel, Dave Powers, said in a statement. “Our goal is to align our capabilities to customer demand and help drive customer loyalty.”

Deckers, which marked its 40th year in business in 2013, has a presence in more than 50 countries and tallies 117 company-owned brick-and-mortar and e-tail stores.

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