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When the US corporation Deckers Outdoor bought in 1995, it probably thought it had made a sensible addition to its portfolio of footwear brands. Ugg was positioned as high-end luxury footwear, best known for its sheepskin boots, favoured by Californian surfers. In 2000 a wily PR person sent some to Oprah Winfrey, aware of the power of her endorsement. She loved them so much that she bought 350 pairs for her staff and featured the Ultra boot on her Favorite Things show.UGG Bailey Button, becoming the footwear of choice for A-listers and wannabes.
Ugg opened its first British standalone store, in the Westfield centre, London, last autumn. People queued to get in, and recent figures show that on last year. Shortly after that debut another shop opened in Covent Garden and the queues formed again. I decided to join them.
The windows Covent Garden is a great location, but I was surprised Ugg had chosen a unit with the traffic of Long Acre and brands such as M&S and Next for company, rather than cool Neal Street. One window displayed three pairs of frumpy sandals;another, three pairs of the new seasons uggs eye-catching colours let down by a dull display.

With minimal merchandise displayed on wood and glass shelves. The shop is a mix of brick walls, wood and bright lighting,Its easy to work your way around, although a bit narrow mens to the left, womens to the right and childrens at the back. Pride of place is unsurprisingly given to the trademark UGG sheepskin UGG Classic Short.These days they come in fuchsia, turquoise and lime-green and you can choose from knitted,canvas or sheepskin exteriors. It's air jordan shoes's a classic style. that has proven staying power. The sandal range is another matter. I just didn't get it. And at 120 a pop for a basic sandal, or 35 for a sheepskin-lined flip-flop, the new collections also felt too expensive.
Was I being served? The store was not that busy on the day of my visit, although I know that is not the norm here. What did mystify me was the number of ugg boots sale seemed to bring out for each customer. I know that 'my first Uggs is probably an early fashion highlight of a girls life, and shell probably want to try on every pair in every colourway, but I wondered if this explained the queues. When I arrived there were five staff on duty, though three of them mysteriously vanished. Those who were left tried valiantly to cope with the customers but some inevitably drifted off. One woman ahead of me who did manage to get served bought her daughter a pair of boots and ballet-style. pumps, Did I buy? In a word, Marmite.