Deckers Brands

Last updated

Deckers Outdoor Corporation
Company type Public
Founded1973;51 years ago (1973)
Founders
Headquarters Goleta, California, U.S. 34°25′47″N119°51′43″W / 34.4296°N 119.86202°W / 34.4296; -119.86202
Number of locations
164 (2023) [1]
Area served
Worldwide
Key people
Michael Devine III
(Chairman)
Dave Powers (CEO)
ProductsFootwear, apparel, and accessories
RevenueIncrease2.svg US$3.63 billion (2023)
Increase2.svgUS$652.8 million (2023)
Increase2.svgUS$516.8 million (2023)
Total assets Increase2.svgUS$2.56 billion (2023)
Number of employees
4,200 (March 2023)
Subsidiaries
Website deckers.com

Deckers Outdoor Corporation, doing business as Deckers Brands, is a footwear designer and distributor based in Goleta, California, United States. It was founded in 1973 by University of California, Santa Barbara alumni Doug Otto and Karl F. Lopker. [2] [3] [4] In 1975, the company was incorporated in California under the name Deckers Corporation. In October 1993, Deckers initiated a public offering of stock in its company. Deckers' portfolio of brands includes UGG, Teva, Sanuk, Hoka One One and Koolaburra. [1]

Contents

History

In 1973, Karl Lopker began his career making and selling flip-flops at craft fairs along the West Coast of the United States. In 1975, Doug Otto visited Hawaii on business and found that locals referred to his sandals as "deckas", a slang word based on their striped layered construction that resembled a "deck" of stacked wood. Liking the name, Lopker and Otto named their brand Deckers. [5]

In 1985, Deckers expanded its range of sandals when it entered into a licensing agreement to produce and distribute Teva sandals. Deckers purchased Teva's patents, trademarks, and other assets in 2002. [6]

The company was renamed Deckers Outdoor Corporation when it went public on the NASDAQ in 1993, and Deckers purchased Simple Shoes.

In 1995, Deckers purchased UGG Holdings. UGG boots became well known after they were included on The Oprah Winfrey Show's Favorite Things segment in 2003.

In 2010, Deckers acquired MOZO Shoes, a brand that produced footwear for the culinary industry. The following year, Deckers acquired Sanuk shoes. [7] In 2013, Deckers acquired Hoka One One. [8] In 2015, Deckers acquired Koolaburra and positioned it under its UGG brand. [9]

Brands

UGG

A pair of UGG boots Uggs2.jpg
A pair of UGG boots

UGG brand boots have a sheepskin upper with a wool inner lining and a tanned outer surface worn by men and women. Surfing helped popularize the boots outside of Australia and New Zealand, when surfer Brian Smith started selling the boots in the US through UGG Holdings, Inc. in 1979. [10]

Deckers is considered a niche market supplier due to heavy reliance on its UGG brand, a fashion luxury item, in its sales. [1] In the economic downturn of 2008, Deckers continued to show earnings and sales growth. [11] UGG boots are Deckers' primary source of revenue. [1]

Hoka

Hoka is a sportswear company that designs and markets running shoes. It was founded in 2009 in Annecy, France, and had been based in Richmond, California before it was acquired by Deckers Brands in 2013. Hoka first gained attention in the running industry by producing shoes with oversized midsoles, dubbed "maximalist" shoes. It has sponsored a variety of professional runners and running competitions.

Teva

Teva
Founded1984;40 years ago (1984)
FounderMark Thatcher
ProductsFootwear and accessories
Parent Deckers Brands
Website teva.com

Geophysicist Mark Thatcher invented Teva (Hebrew : טבע, pronounced "teh-vah" not "tee-vah," Hebrew for "nature" [12] ). While working as a rafting guide in 1982 he noticed the lack of proper shoes for river activities. Sneakers would become heavy when wet and would take days to dry, and flip-flops would slide off feet very easily.

A pair of Teva sandals Trekkingsandalen fcm.jpg
A pair of Teva sandals

Thatcher added a nylon ankle strap to a traditional thong-style sandal, thus creating the first sports sandal. Thatcher patented his invention and signed an agreement with the shoemaker California Pacific to manufacture the shoes, while he marketed the "amphibious utility sandals" as their salesman, selling 200 pairs the first year. Although it was effective water sports footwear, it proved less effective for regular sports, as the first Teva users often complained of blisters between the first and second toes caused by the thong-style strapping system. However, in 1984 a sudden high demand of Teva sandals arose as young Americans found the sandal fashionable. California Pacific then claimed rights over the Teva name and patent, stating that Thatcher was merely an employee of their company. Thatcher sued California Pacific and won his case the following year, severing links with California Pacific. He then started the Teva company in Flagstaff, Arizona. [13]

In late 1985, Thatcher set up an exclusive licensing agreement with Deckers Corporation to manufacture and distribute Teva sandals. Deckers eventually obtained exclusive rights to Teva, including US patent #4,793,075 for the basic design and a trademark for the brand name. The sandal was redesigned, creating the "Universal Strapping System". The strapping system includes a heel strap that goes around the ankle to prevent the sandal from sliding off, and a side strap that prevents the sandal from stretching in awkward positions where injury could occur. Each strap is connected to the others by triangular "rings". The basic model consists of a two-layer sole; the inner sole is softer and serves as the footbed, and most models come with arch support and Microban Zinc, a technology that reduces odor and kills bacteria. The outer sole is harder and is formulated to have a good grip on wet surfaces.[ citation needed ]

On November 25, 2002, Deckers Outdoor Cooperation acquired the worldwide Teva patents, trademarks, and other assets from Mark Thatcher. [6]

Sanuk

Sanuk, a sandal brand based in Southern California, was founded in 1997 and acquired by Deckers in 2011 for $120 million. [14] Sanuk is the Thai word for fun. [15] Founder Jeff Kelley, a Southern California native, started by making sandals out of indoor-outdoor carpet and inner tubes. [16] In 2010, Sanuk's "Yoga Mat Sandal" was awarded SIMA's "Footwear Product of the Year". [17]

Koolaburra

Koolaburra is an American importer of sheepskin footwear founded in 1991. [18] Originally based in Santa Barbara, California, Koolaburra boots and shoes are currently made in Vietnam, and in the past have been made in Australia, Spain, Portugal, and China. [19]

In 2005, it lost a lawsuit with Deckers Outdoor Corporation about the use of the term "ug" in reference to Australian sheepskin boots.

Deckers Brands acquired Koolaburra in 2015 and positioned it under its UGG brand. [9]

Related Research Articles

<span class="mw-page-title-main">Shoe</span> Footwear

A shoe is an item of footwear intended to protect and comfort the human foot. Though the human foot can adapt to varied terrains and climate conditions, it is vulnerable, and shoes provide protection. Form was originally tied to function, but over time, shoes also became fashion items. Some shoes are worn as safety equipment, such as steel-toe boots, which are required footwear at industrial worksites.

<span class="mw-page-title-main">Ugg boots</span> Type of sheepskin boot from Australia

Ugg boots are a unisex style of sheepskin boot originating in Australia. The boots are typically made of twin-faced sheepskin with fleece on the inside, a tanned outer surface and a synthetic sole. The term "ugg boots" originated in Australia, initially for utilitarian footwear worn for warmth, and which were often worn by surfers during the 1960s. In the 1970s, the boots were introduced to the surf culture of the United Kingdom and the United States. Sheepskin boots became a fashion trend in the U.S. in the late 1990s and a worldwide trend in the mid-2000s. In Australia, they are worn predominantly as slippers and often associated with daggy fashion sense and bogan culture.

<span class="mw-page-title-main">Sandal</span> Type of footwear with an open upper

Sandals are an open type of shoe, consisting of a sole held to the wearer's foot by straps going over the instep and around the ankle. Sandals can also have a heel. While the distinction between sandals and other types of footwear can sometimes be blurry, the common understanding is that a sandal leaves all or most of the foot exposed. People may choose to wear sandals for several reasons, among them comfort in warm weather, economy, and as a fashion choice. Usually, people wear sandals in warmer climates or during warmer parts of the year in order to keep their feet cool and dry. The risk of developing athlete's foot is lower than with enclosed shoes, and the wearing of sandals may be part of the treatment regimen for such an infection.


Warmbat was a USA-based footwear manufacturer that made Australian sheepskin boots, fashion sneakers, work boots and fashionable footwear. This brand was first introduced in Perth, Western Australia in 1969 making it one of the oldest manufacturers of sheepskin boots. The company had offices in Dayton, Ohio as well as Perth.

<span class="mw-page-title-main">Naot</span> Israeli footwear company

Teva Naot is an Israeli shoe and sandal manufacturer based at Kibbutz Neot Mordechai.

<span class="mw-page-title-main">UGG (brand)</span> American fashion company

UGG is an American fashion company primarily known for its sheepskin boots, founded in 1978 by Australian surfer Brian Smith in Santa Monica, California. After putting on his pair of Australian sheepskin boots after a chilly late-night surf in Malibu, Smith realized sheepskin boots weren't available in the United States like they were in Australia, giving Smith the idea to create UGG. UGG also sells apparel, accessories, and home textiles.

<span class="mw-page-title-main">Uggs-N-Rugs</span> Small business in Perth, Australia

Uggs-N-Rugs is a small business in Perth, Western Australia, manufacturing and retailing ugg boots. In 2006 Uggs-N-Rugs successfully challenged the registration of ugg/ug/ugh as a trade mark in Australia and continues to challenge the trademark registration through the Australian Sheepskin Association.

Douglas B. Otto is a business executive who co-founded Deckers Outdoor Corporation whose portfolio includes the UGG Australia brand.

UGG may refer to:

<span class="mw-page-title-main">Saltwater sandals</span>

Saltwater sandals are a popular type of footwear sold mainly in western and southern markets of the United States. Saltwater sandals are made of specially treated natural leathers are distinguished by their interlink strap design with an adjustable buckle strap around the ankle.

Rocky Brands, Inc., formerly known as Rocky Shoes & Boots, Inc., is a company which designs, develops, manufactures, and markets outdoor, work, western and military footwear, and other outdoor and work apparel and accessories. The company was founded in 1932 in Nelsonville, Ohio, and still maintains its corporate headquarters there.

Takken's Shoes is an independent shoe retailer with 2 stores in California (USA) and two retail websites. Specializing in comfort and family footwear, Takken's Shoes is also one of the largest UGG Australia retailers in the world. The corporate headquarters are located in San Luis Obispo, CA where the first Takken's Shoes was opened in 1937 by Harry Takken as a shoe repair business.

<span class="mw-page-title-main">EMU Australia</span> Australian company

EMU Australia is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for their sheepskin and Merino wool products. Their signature products are sheepskin boots, which have been a popular fashion trend for young women since the 2000s. EMU products are also available for men and children.

Ugg boots trademark disputes are the disputes between some footwear manufacturers, as to whether "ugg" is a protected trademark, or a generic term and thus ineligible for trademark protection. In Australia and New Zealand, where "Ugg" is a generic term for the style of footwear, 702 registered trademarks include the term "Ugg" in various logos and designs. By contrast, UGG is a registered trademark of the California-based company Deckers Outdoor Corporation in over 130 countries worldwide, including the U.S., the European Union, and China.

<span class="mw-page-title-main">G.H. Bass</span>

G.H. Bass is an American footwear brand founded by George Henry Bass in 1876.

<span class="mw-page-title-main">Chaco (footwear)</span> American footwear brand

Chaco is an American brand of footwear best known for its product line of adjustable Z-strap sandals for outdoor and water use. The Chaco brand also provides a variety of outdoor-influenced fashion sandals, shoes, flip-flops, boots and accessories.

Hoka One One is a sportswear company that designs and markets running shoes. It was founded in 2009 in Annecy, France, and had been based in Richmond, California before it was acquired by Deckers Brands in 2013. Hoka first gained attention in the running industry by producing shoes with oversized midsoles, dubbed "maximalist" shoes, in contrast to the minimalist shoe trend that was gaining popularity at the time.

<span class="mw-page-title-main">Bearpaw (brand)</span> Footwear brand

Bearpaw Holdings LLC is an American brand of footwear, apparel, and accessories.

References

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  2. Leff, Lisa (February 16, 1997). "Money, Fame And Family". The Los Angeles Times. Retrieved October 14, 2014.
  3. Stewart, Ethan (December 8, 2011). "Diamonds on the Soles of Their Shoes". The Independent. Archived from the original on October 21, 2014. Retrieved October 14, 2014.
  4. Olsen, Patricia R. (January 23, 2010). "The Joy of a Family Shop". The New York Times. Retrieved October 14, 2014.
  5. "Company History". Deckers Outdoor Corporation. Retrieved April 14, 2014.
  6. 1 2 "Deckers Outdoor Corporation Form 8-K/A". U.S. Securities and Exchange Commission . Retrieved May 21, 2023.
  7. "Deckers Outdoor to Acquire Sanuk; Valuation Set at More than 3X Sales | SGB Media Online". sgbonline.com. May 23, 2011. Retrieved June 24, 2020.
  8. "Deckers Acquires Hoka One One Shoes". Runner's World. April 2, 2013. Retrieved June 24, 2020.
  9. 1 2 Ahssen, Sarah (June 1, 2015). "Deckers strengthens brand portfolio with Koolaburra". Fashion Network. Retrieved June 24, 2020.
  10. Marks, Kathy (February 17, 2004). "There's no business like shoe business". The Independent . London, United Kingdom. Archived from the original on December 5, 2008. Retrieved November 17, 2009.
  11. "Will Triple-Digit Earnings Growth Push Deckers Outdoor into Higher Ground? - Investors.com". Archived from the original on October 18, 2014. Retrieved October 10, 2014.
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  13. "Inventor of the Week: Archive". MIT. August 1998. Archived from the original on March 2, 2003. Retrieved March 28, 2007.
  14. "Sanuk founder on sandals success and growing your business". San Diego Union-Tribune. September 12, 2011. Retrieved November 10, 2021.
  15. "Thai Culture in Language". thaiarc.tu.ac.th. Retrieved September 16, 2020.
  16. "Happy Pursuits: Sanuk In Manila". INQUIRER.net. Archived from the original on January 2, 2014. Retrieved April 14, 2014.
  17. "SIMA Image Awards". April 2, 2016. Archived from the original on April 2, 2016. Retrieved October 25, 2022.
  18. "Deckers Earnings: Hoka Sales Up 90% in Third Quarter, Ugg Slides Slightly".
  19. http://www.koolaburra.com/faq.html#A26