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 Story about Ugg Australia

In 1978, UGG Australia was founded by an Australian surfer who transplanted himself to California, UGG Lo Pro Button discount was originally a brand that featured comfortable shoes.

In 1998, the company took a major step in another direction. The company made a strategic move and positioned itself as a maker of high-end luxury footwear.

In 1998, the UGG footwear line consisted of two boot styles, four slipper styles and a few casual footwear styles. The new positioning as a high-end luxury and high fashion footwear supplier proved to be a perfect fit for UGG Australia.

In the year 2000, just two years after the strategic repositioning of UGG Australia's product line, Oprah Winfrey received a pair of UGG boots.

After she ordered 350 pairs as gifts for her entire staff, she featured the UGG Ultra Short boots on her well-known Oprah's Favorite Things show.

The response was electric. The UGG brand had arrived. When Oprah featured another UGG boot in her 2003 Oprah's Favorite Things show, that year was also the year that UGG Australia's line was named Footwear News' Brand of the Year.

The television host featured UGG's Uptown Boot in her 2005 Favorite Things show, and sales of the sophisticated footwear style skyrocketed overnight.

In less than ten years since shifting from 'comfortable shoes' to 'the ultimate in footwear luxury', UGG Nightfall Genuine has become a high-fashion staple, and created an entire new category of fashion footwear. UGG sheepskin boots, shoes and styles are regularly seen all over the world on high fashion runways.

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