Deckers Outdoor Corporation Profile - fashion company profile on Apparel Search
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CORPORATE HEADQUARTERS
Deckers Outdoor Corporation

495-A South Fairview Ave
Goleta, CA 93117

Phone: (805) 967-7611
Fax: (805) 967-9722

Deckers Outdoor Corporation, with corporate offices in Goleta, CA, remains close to its origins. It is there, as a University of California, Santa Barbara student, that founder Doug Otto began producing sandals in 1973. Since then, Deckers has grown into a leading global company with locations on three continents and seven footwear brands - Ahnu®, Mozo®, Sanuk®, Simple®, Teva®, Tsubo®, and UGG® Australia.

Deckers manufactured its original brand of Deckers sandals for just over 20 years.  Back in the early 70's the local Hawaiians adopted Otto's rugged flip flops, being made at that time under the name, "Driftwood Dan". The flips' unique multi-layered construction gave the impression of multiple decks, and soon enough, the Hawaiians simply began calling them "Deckas" (the pidgin version of Deckers). During one of Doug's "business" trips to Hawaii in '75, he heard everyone calling the thongs Deckas. He thought the name made sense and had a nice ring, so when he returned to the mainland he renamed his brand "Deckers." Deckers brand flip flops spread in popularity throughout the 70's and 80's, helping to create the burgeoning surf lifestyle marketplace. Surfers and casual sandal wearers alike loved Deckers flips for their durability and ergonomic comfort.  The Deckers brand was so successful and Doug so entrepreneurial that he began acquiring a number of other brands.

In 1985 the company entered into a licensing agreement to produce and distribute Teva sandals. With this new license, the company experienced tremendous growth, setting the stage for today's successes. Teva, the original sport sandal, was initially designed for river rafting in 1984 by Grand Canyon river guide Mark Thatcher.  At first, Teva was known primarily as a water sports sandal with a unique patented strapping system. Such was the early success that the brand was named “Company of the Year" by Footwear News in 1992. Since 1994, the Teva line has evolved to include fashionable leather casual shoes and boots, performance footwear and cold weather styles designed for men, women and children. In November 2002, Deckers acquired the worldwide Teva patents, trademarks and other assets from Mark Thatcher, giving Deckers complete ownership of the brand.

In 1993, Deckers acquired Simple® Shoes. Created in 1991 by Eric Meyer as a link between athletic and outdoor shoes, Simple is known for its low environmental impact and use of recycled materials. HOW Simple makes its shoes is just as important as WHY, which means finding more sustainable ways of doing business. The collection now includes sneakers, clogs, sandals, and men's, women's and children's casuals. The shoes are designed to blend performance and style into easy-to-wear shoes for the "feel good lifestyle" inherent to Southern California.

This new brand collective needed an umbrella name, so the Deckers Brand morphed into Deckers Outdoor Corp, going public on the NASDAQ in 1993.

Two years later, in 1995, Deckers acquired UGG Holdings. Since 1978 when an Australian named Brian Smith first brought the high-quality sheepskin boots worn by surfers to the United States, UGG® Australia has expanded its product offerings to include a full range of mens and women's footwear including boots, casuals and slippers, as well as handbags, outerwear, and accessories. At the time of Deckers Outdoor Corporation's acquisition in 1995, sales of the brand were $17 million. In the fifteen years since, UGG® Australia has expanded both its production and distribution significantly, adding new products and new lines, and opening 25 company-owned UGG® Australia retail stores worldwide. With sales in 2010 exceeding $800 million, UGG® Australia has been recognized as one of the biggest success stories in the footwear industry in recent decades.

By 1994 the original Deckers Brand was retired to allow the company to focus on UGG®, Teva® and Simple® Shoes. Using acquisition as a keystone of its growth strategy, Deckers continued to identify emerging brands that would complement its existing performance and lifestyle brands. In 2008, the pioneering athleisure brand Tsubo® joined the Deckers family, followed the next year by young outdoor performance lifestyle brand Ahnu®. In 2010, Deckers completed the acquisition of MOZO®, a duty shoe brand that has recently launched a new line of shoes designed by famed chefs Marcus Samuelsson, Chris Cosentino and Aaron Sanchez.

In July, 2011 Deckers finalized the acquisition of Sanuk®, a dynamic action sport and adventure footwear brand known for its original sandals and shoes and irreverent marketing. In announcing the news, Angel Martinez said "Sanuk® is an ideal addition to the Deckers family of brands. It's a profitable, well-run business with a corporate culture similar to ours, and provides substantial growth opportunities, particularly within the action sports market where it has a large and loyal customer base of active outdoor enthusiasts. Its authentic product collections complement our existing portfolio with minimal overlap, and it's a brand that we believe has true global lifestyle potential." Sanuk® (which means "fun" in Thai) was founded in 1997 by entrepreneur Jeff Kelley, whose first product was a sandal made of green indoor-outdoor carpet. With a history of innovation, product invention, foot-friendly comfort and clever branding, Sanuk® is now one of the fastest growing footwear brands in the action sports, outdoor and sports markets. In 2011 Sanuk® was available in more than 1,700 retailers in 40 countries and at Sanuk.com.

Each of the seven brands together with the many styles offered, is designed to appeal to a variety of consumers for use across countless activities from high-performance to casual wear. The Company's footwear products emphasize function, fashion, comfort and technical performance, and are suitable for a variety of demanding outdoor and athletic activities, as well as casual and everyday use.

As Deckers continues into the future, it strives to be a premier lifestyle marketer that builds niche brands in global market leaders.

ML101811 - Deckers

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