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Ugg insists wholesale is still vital channel

Ugg Australia has said it remains committed to the future of its wholesale business despite axing several key accounts for autumn 12.

It was revealed in February that Ugg planned to stop supplying etailers Asos and Cloggs, young fashion mini-chain Aspecto, footwear retailer Footasylum and young fashion chain USC. Speaking exclusively to Drapers, Ugg’s parent company Deckers said its remaining 182 wholesale customers were an important part of its strategy.

Deckers president for Europe, Middle East and Africa Steve Murray said: “The decision to end partnerships was based on a long-term review of the stockist base we inherited from our former distributor at the start of 2011.”

Murray insisted the move was not part of an effort to take the brand to more of a luxury proposition, nor was it about moving away from wholesale.

He said: “This is absolutely not about a shift away from wholesale. We believe firmly in multichannel and selling our products through all channels. This includes our own retail via our stores and our website, as well as a successful network of wholesale partners.”

Deckers will no longer enforce a fixed percentage of classic and fashion product that stockists must buy but instead will determine each allocation on an individual basis.

Readers' comments (2)

  • good luck Ugg/Deckers, to axe these blue chip accounts in these tough times is not just bold its,arrogant and gung ho ,those of us that have been in the trade for a while have seen hundreds of big names try this sort of thing and nearly always come crawling back when their moment in the spotlight has passed.

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  • Emu,love from Australia and Australia luxe are loving this

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