Ugg Opens New Retail Store in Brooklyn

The footwear and apparel brand has launched its first new United States retail location in five years in Williamsburg.

Updated on Oct. 28, 2026 in Retail

Sunlit red-brick building facade in Williamsburg featuring large glass windows with interior textile art and wooden retail fixtures. — Deckers Brands division Ugg has opened a new retail location in the Williamsburg neighborhood of Brooklyn, marking its first U.S. expansion since 2021. AI Illustration. Upload story photo >

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Ugg, a division of Deckers Brands, has expanded its physical presence with a new storefront in the Williamsburg neighborhood of Brooklyn. This location marks the first new Ugg store to open in the United States since 2021.

Why it matters

The retail expansion reflects the brand's strategic goal to foster local culture, connection, and long-term relationships with consumers. By choosing Brooklyn, the company is prioritizing community-driven experiences over traditional retail formats.

This opening marks the first new U.S. retail location for the brand in five years. The store stocks a full range of footwear, apparel, and accessories.

The players

Ugg

Ugg is a global lifestyle brand and a division of Deckers Brands known for its signature sheepskin footwear.

Sarah Zapata

Sarah Zapata is a professional artist and a member of the Queer|Art network who created a mural for the new store.

The details

The new Williamsburg storefront distinguishes itself by incorporating locally rooted art into its design, specifically featuring a mural created by Brooklyn-based artist Sarah Zapata. Zapata, who is a member of the Queer|Art network, collaborated with the brand to integrate community-focused elements into the shopping environment.

The new store opened in October 2026.
The last new Ugg store opened in the United States in 2021.

Market Landscape

This store launch follows the growing industry trend of brands abandoning traditional mall-based retail in favor of neighborhood-specific, experiential storefronts. This move positions the company to deepen brand loyalty by establishing a tangible community presence in high-traffic urban areas.

Customers in the area can now shop the full selection of apparel and footwear in person rather than relying on online channels. This provides shoppers with the ability to try on products and engage with brand-specific community events.

The takeaway

Retailers are increasingly leveraging local partnerships to bridge the gap between global brands and neighborhood consumers. For local shoppers, this shift offers a more personalized, community-focused shopping experience compared to traditional retail outlets.