Gold Coast based Ugg brand plans to dominate the Chinese market with upmarket, quality handmade boots.
Acknowledging the crowded, mass manufactured boot market, Managing Director of Burlee, Richard Friedrichs, saw an opportunity to create a global brand built from quality craftsmanship and innovation.
“We are a bespoke, quality product,” he says. “We can’t compete against the mass manufacturers selling boots for AU$25, but we can compete on quality.”
Burlee has adorned the humble Ugg boot with Swarovski crystals, vintage fabrics and other embellishments to create a luxury product for the booming middle and upper-class Chinese markets. Most boots sit within the $400 to $800 range although more exclusive styles can reach up to $20,000.
To read more about Burlee’s global takeover, click here.