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Ugg, Sanuk parent Deckers goes omnichannel in showcase store

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Screen Shot 2014-03-26 at 10.15.22 AM

Screen Shot 2014-03-26 at 10.15.22 AMThe most interesting part of Deckers Outdoor Corp.’s newest brick-and-mortar store isn’t the lineup of Ugg boots and Sanuk sandals – it’s the electronic hardware fixed throughout the Goleta space.

A centrally-placed bank of eight iPads allows customers to order out-of-stock items online and ship them free of charge. At a large touchscreen installed in one wall, shoppers can customize a pair of shearling boots or slippers and have them delivered.

Tablets at several displays are loaded with descriptions, videos and other content surrounding lesser known brands such as shoe label Hoka One One.

The 8,000-square-foot store is the first from Deckers to feature all seven of its footwear brands – which also include Teva, Tsubo, Ahnu and Mozo – for sale under one roof.

Currently, only Ugg, Sanuk and Teva have dedicated stores. Deckers garners much of its revenue through wholesale contracts with retailers such as Nordstrom.

The debuting facility is sandwiched between two structures that together constitute Deckers’ new 180,000-square-foot headquarters. The company had been based in four separate locations throughout the Santa Barbara County city but outgrew those buildings.

Although the space will have more than 1,000 products for sale at any.. (Read Full Article Here)

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