Sure-footed brand woos youth
  • 951
  • Jimmy at
  • October 24, 2017

Olivier Lorans leads footwear label UGG's efforts to bring affordable luxury to China's millennials

For UGG, a youth-oriented footwear brand from California, the China market is the new holy grail.

The parent company Deckers Brands is much enthused by the growth potential in China.

So much so that no sooner had its China unit, which operates 150 outlets, opened its first-ever concept store on Sept 23 at a signature shopping center in Beijing than its vice-president and general manager, Olivier Lorans, announced: "We're planning to open 45 more concept stores in the future."

That kind of ambitious strategy stems from "very fast" growth