Description of Deckers Outdoor's Business Segments
UGG. The UGG brand is one of the most iconic and recognized brands in the
global footwear industry and highlights our successful track record of building
niche brands into lifestyle market leaders. With loyal consumers around the
world, the UGG brand has proven to be a highly resilient line of premium footwear,
with expanded product offerings and a growing global audience that attracts
women, men and children. UGG brand footwear earns media exposure from numerous
outlets both organically and from strategic public relations efforts, including
an increasing amount of exposure internationally. Our long term growth strategy
for the UGG brand relies on a combination of expanded distribution through wholesale
partners, owned, branded third-party retail stores and our E-Commerce websites
globally. We expect to continue to diversify the product offering to drive growth
through our women’s, men’s and childrens footwear offering, and
enter new categories of loungewear, outerwear and home. We intend to do this
by leveraging our industry expertise for capabilities and distribution as we
target both existing and new customers of the brand.
Teva. Teva is our active lifestyle brand, born from the outdoors and rooted
in adventure. As the originator of the sport sandal, today the Teva product
line includes casual sandals, shoes and boots built for ultimate versatility.
We are focused on regaining our leadership position as a premium brand by focusing
on the modern outdoor market, and continuing to expand our casual offerings
to appeal to a wider range of consumers through utility-driven design, color
and premium materials.
Sanuk. Sanuk is our fun lifestyle footwear brand rooted in surf culture but
embraced by an eclectic mix of style-savvy optimists. The Sanuk brand is probably
best known for the patented SIDEWALK SURFERS® shoe and its Yoga MatTM and
Beer Cozy sandal collections. The brand has a history of innovation, product
invention, foot-friendly comfort, unexpected materials and clever branding.
We plan to elevate the approach in which we communicate the Sanuk brand story
to a broader audience, especially women, through highly targeted communications
that retain the brands unique attitude. We also expect to continue to build
on the Sanuk brands authentic position in the surf and outdoor markets through
its relationships with prominent professional athletes and ambassadors, including
surfers, photographers, artists, and musicians known as much for their unique
personal styles and charisma as for their specialized talents.
Other Brands. In addition to our three primary brands, our three other brands
include Hoka, a line of footwear for all capacities of runners designed with
a unique performance midsole geometry, oversize midsole volume and active foot
frame; Ahnu, a line of performance outdoor and yoga footwear which we have discontinued
operating as a separate brand and are looking to leverage under the Teva brand
umbrella; and Koolaburra, a line of fashion casual footwear using sheepskin
and other plush materials.
With respect to Hoka, we plan to focus on growing awareness with a broader audience,
focusing on women, and telling bold and brave innovative product stories through
digital and social communications. We also plan to continue to build on Hoka’s
authentic position in the specialty running market through relationships with
prominent professional athletes and ambassadors.
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