Ugg has opened its first new store in five years, and the brand chose Williamsburg, Brooklyn over another Manhattan address to do it. The 3,001-square-foot shop at 129 North 6th Street sells the brand's shoes, apparel and accessories alongside locally rooted art, customization stations and community-driven programming.
According to WWD, which first reported the opening, the store was set to debut on Wednesday. Ugg is owned by Deckers Brands, and Cara Trevino, the brand's senior director of retail in North America, described the opening as reflecting a more localized, experiential approach to physical retail. Trevino called it a new level of intention around leveraging Ugg retail to connect with its community, per the same report.
Why Williamsburg, Not Another Manhattan Shop
Ugg's first North American store opened in Soho back in 2006, and its Fifth Avenue flagship joined the fleet in Manhattan in 2020. The brand also has permanent locations in San Francisco, East Rutherford, Paramus, Atlanta, Chicago and Bloomington, pop-ups in Costa Mesa and Boston, and a shop-in-shop at Macy's Herald Square. Trevino said Ugg's existing Manhattan stores are already well positioned across Soho, downtown and midtown, and the station's report notes she sees the Williamsburg location as adding a differentiated consumer touchpoint without cannibalizing those other two spots.
Trevino also said Ugg is not necessarily looking to scale its physical retail footprint, instead framing the company's retail investment around consumer connection and differentiating individual stores rather than simply counting new addresses. The company says it aims to build stores rooted in communities and designed to foster culture, connection and long-term consumer relationships.
Local Art and a Four-Week Subway Takeover
For the Williamsburg opening, Ugg partnered with Brooklyn-based artist Sarah Zapata, a member of the Queer|Art network, who created a one-of-a-kind mural inspired by Brooklyn and the brand's visual language. The store will feature rotating art installations, customization options, gifting and community-focused experiences during opening week and continuing into November, with localized programming meant to engage the Williamsburg community specifically.
Ugg also began a takeover of the city's L train on October 19 featuring suede-inspired graphics, Tasman braid detailing and shearling-inspired posters, a campaign set to run for four weeks. The neighborhood already has a history with the brand: Ugg's first Feel House, a multisensory pop-up built in partnership with Matte Projects, launched in Williamsburg in October 2022, according to a PR Newswire release at the time describing that earlier space's laser focus on community and the brand's existing partners.
The Numbers Behind the Expansion
The store opening comes as Deckers Brands reports growth across its portfolio. Net sales for the fiscal second quarter, covering the period ending September 30, rose 3.5% to $1.481 billion from $1.431 billion a year earlier, according to the company's own investor relations filing. WWD separately reported the figure as $1.48 billion for the same period, also up 3.5% year over year. Diluted earnings per share came in at $2.31, up from $1.82 in the prior-year period, per the filing.
Within that total, Ugg brand net sales climbed 3.5% to $786.4 million from $759.6 million, while sibling brand HOKA posted stronger growth, with net sales up 6.8% to $677.2 million from $634.1 million, the filing states. Deckers Brands, which is based in Goleta, California, also disclosed receiving $46.0 million in IEEPA tariff net refunds plus $3.0 million in associated interest during the quarter. Looking ahead, the company expects Ugg sales to increase by a low-single-digit percentage during fiscal 2027.
Courting a Younger Shopper
The Williamsburg store arrives alongside other efforts by Ugg to reach younger consumers through experiential retail. Urban Outfitters and Ugg reunited this month for the return of On Rotation, an experiential platform the two companies first built through a 2025 collaboration, according to a PR Newswire announcement. For fall 2026, select Urban Outfitters locations were planned to transform into shoppable environments with dedicated Ugg footwear try-on spaces, vintage-inspired details and a tailgate-themed installation, designed to draw on Urban Outfitters' relationship with young, trend-driven customers.
Taken together, the Williamsburg store, the subway takeover and the Urban Outfitters partnership point to a brand betting on cultural presence over store count. Trevino's framing, that Ugg isn't chasing a bigger footprint so much as deeper connection in the neighborhoods it does enter, suggests Williamsburg was chosen as much for its creative community as its foot traffic.
