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Cloggs sets focus on international following Ugg axe

Cloggs managing director Damian Scarlett has spoken out for the first time about the etailer’s plans following the decision by Ugg Australia to end its relationship with a number of national accounts.

This month Drapers learnt that Ugg Australia, which formed a major part of Cloggs’ autumn offer, axed accounts with young fashion chain USC, etailers Asos and Cloggs, young fashion mini-chain Aspecto and footwear retailer Footasylum in a bid to be seen as a more premium brand.

Scarlett said that while it will focus on introducing Ugg rival Emu and Australia Luxe, it was “impossible to replace [Ugg Australia] with just one thing”. He added that many consumers search for ‘Ugg’ rather than a generic sheepskin term when they search for the brand online.

“You can’t replicate that size of business with one other brand,” said Scarlett.

The etailer will focus on replacing Ugg sales through its recently launched outlet store and the launch of 40 language-specific sites by the end of the year. Already operating in six languages including Italian, Spanish and Swedish, the site plans to roll out in new languages including Polish and Japanese.

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