Deckers Outdoor Opens First ‘Brand Showcase’ Store

Deckers Outdoor Corporation announced the grand opening of its inaugural Brand Showcase store at the company’s new headquarters. The flagship store delivers an “elevated environment” for Deckers brands to display its core heritage footwear, as well as seasonally significant offerings, while serving as an innovation lab to continually test new technologies and merchandising approaches, aimed at further improving the Omni-Channel customer experience, says the company.

“The ability to obtain direct feedback from customers in an interactive retail environment will enable Deckers to continue to lead the industry in driving innovation in how footwear, apparel and accessories are displayed, marketed and delivered to consumers,” said Decker.

The Brand Showcase store, located at 6601 Hollister Ave, in Goleta, Calif., features a breadth of product across all Deckers brands, such as UGG Australia, Teva, Sanuk, TSUBO, Ahnu, MOZO, and HOKA ONE ONE. In addition to these offerings, which includes more than 1,000 SKUs, customers have the option to pick up their purchased product in-store or ship overnight, free of charge.

“Our new store will serve as the showcase for all of Deckers’ brands and our expression of next generation retail. With the launch of this ‘innovation lab,’ we’re better able to listen to customers’ feedback, make product and service adjustments more efficiently, and heighten the overall customer experience,” explained Dave Powers, president of Omni-Channel for Deckers.  “Shop in store using iPads, customize your product, order online, ship direct to your home free of charge or pick up in store. Whatever the preference, our goal is to align our capabilities to customer demand and help drive customer loyalty.”

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On track to be certified as LEED Silver for the store’s sustainable design elements, the 8,000+ square foot location incorporates a blend of varied materials, including walnut, hot rolled steel, exposed concrete and gloss white laminate.

Approximately 30 full-time, part-time and seasonal employees are expected to be employed as a result of the store opening. Beyond commerce and economic development, Deckers plans to utilize the store to support the local Santa Barbara community through special events and charitable initiatives, as well.