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Stockist list trimmed as Ugg repositions

Ugg Australia has ended its relationship with at least four national accounts, as part of moves to tighten distribution and reposition as a more premium brand.

From autumn 12, the sheepskin boot brand is thought to be axing supplies to etailers Asos and Cloggs, young fashion mini-chain Aspecto and footwear retailer Footasylum, with more set to join that list.

Spring 12 deliveries to these retailers will be unaffected. Most will continue to sell Ugg product for the rest of this year with surplus stock left from previous seasons.

A source told Drapers that Ugg wanted tighter control over its distribution so it could reposition as a more premium brand. “It wants to do more business via its own websites, which is why some etailers have been affected by this,” the source said.

Ugg’s US parent company Deckers confirmed it would not supply “several” retailers from autumn 12 as part of a review of the stockist base, which it inherited from former UK  distributor AMG in December 2010.

Having looked at its geographical coverage and “communication of its brand message through its various sales channels”, the brand had decided that “in order to maintain the consumer presence and consistent quality of message we desire, some adjustments are necessary,” said Michael Benjamin, head of sales for Ugg Australia UK.

Damian Scarlett, managing director of Cloggs, said: “It’s true that they [Deckers] have looked at their strategy and they will no longer be supplying us with seasonal product going forward. But they have acted responsibly in the way they have gone about this.”

Readers' comments (4)

  • Wow, what a massive story. Ugg is one of the biggest footwear sellers - if not the biggest - so this will have a massive impact on the likes of Cloggs.

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  • It's just a strategy in line with a number of brands that want to 'reposition as a more premium brand' & 'do more business via its own websites'. If it doesn't work out then they'll just go back to what worked and hope the brand is still strong enough to reopen accounts with the stockists they closed !

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  • The thing that grates most retailers is that the websites are working on cheaper price points than the independents(see True Religion) The brand holders see it as massive boost to cash flow and profits.
    Indies are not paying on time so they see it as a logical progression.

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