Deckers - Fashion Company Profile
Deckers Brands - Deckers Outdoor Corporation in the earlier filing - is the Goleta, California footwear group behind UGG, Teva, HOKA, Sanuk and Koolaburra. Founded in 1973 and listed on the New York Stock Exchange as DECK, it grew from a single sandal business into one of the world's most valuable footwear companies on the strength of UGG sheepskin boots and HOKA running shoes.
Company Snapshot
- Status
- Operating - a global footwear group whose current brands are UGG, Teva, HOKA, Sanuk and Koolaburra
- Type
- Public - NYSE: DECK
- Headquarters
- Goleta, California, United States
- Founded
- 1973, in California
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Company Profile
The portfolio has been edited since the earlier filing was written: Ahnu and MOZO are no longer current Deckers brands, while HOKA - a niche acquisition at the time - has become a billion-dollar running brand alongside UGG. The acquisition-by-acquisition record, from Teva and Simple through the UGG purchase, is summarised below and kept in full on the history page.
The naming story is the filing's most quoted passage, and it is kept as told. Deckers manufactured its original brand of Deckers sandals for just over 20 years. Back in the early 70s 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 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, thought the name made sense and had a nice ring, and renamed his brand Deckers on his return to the mainland. The flips spread through the 70s and 80s, helping to create the burgeoning surf lifestyle marketplace.
Deckers Brands History
The earlier record for this company - its history, past brand line-ups, figures and photographs from the periods described - is kept on a separate page for historical reference.
Deckers Brands History & Historical Profile →Common Questions
How did Deckers get its name?
Founder Doug Otto's multi-layered flip flops, first sold as 'Driftwood Dan', looked like multiple decks; Hawaiian wearers called them 'Deckas', and Otto renamed the brand Deckers after a 1975 business trip to Hawaii, in the historical record.
When did Deckers acquire UGG and Teva?
UGG Holdings was acquired in 1995, when the brand's sales were $17 million (exceeding $800 million by 2010, in the historical record). Teva was licensed in 1985 and acquired outright - patents, trademarks and assets from Mark Thatcher - in November 2002.
Where is Deckers headquartered, and what is its stock symbol?
Goleta, California (495-A South Fairview Ave), and stock DECK, in the historical record, which lists the portfolio as UGG, Teva, Sanuk, HOKA ONE ONE and Ahnu.
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