Sheepskin boot giant Ugg Australia has opened a concept store within the Step2wo kid’s footwear concession at London’s Selfridges.
The 200sq ft concept store located on the third floor in Selfridge’s kid’s department opened on August 23 and features the largest selection of baby and kid’s Ugg Australia footwear anywhere in Europe.
Step2wo which runs the kid’s footwear concession has always stocked Ugg Australia footwear and so felt it made sense to open the concept store within it.
“Ugg is no longer a seasonal brand, with the product range extending to slippers, shoes and even sandals making UGG a multi-category, year round brand,” said Nick Rayne owner of Step2wo. “This is why we believe it will be a huge success throughout the year offering an unrivalled level of choice for ourcustomers.”
There are plans to roll out the Ugg Australia concept store to Step2wo’s other regions in Selfridges Birmingham and Manchester Trafford in due course.