UGG’s Second Coming in Korea Fueled by Shinsaegae International Partnership
Creatrip Team
2 months ago
UGG has shifted from a winter-only brand to a year-round lifestyle favorite in South Korea, driven by a 14-year exclusive distribution partnership with Shinsaegae International. Since 2012, Shinsaegae expanded UGG’s lineup—adding slippers, rain boots, sandals and apparel—turning seasonal demand into steady sales and creating hype where some summer styles sell out and trade above retail on resale platforms. Strengthened men’s lines and targeted marketing grew male sales 35% year-over-year. Aggressive local marketing campaigns featuring top K-pop artists (e.g., NewJeans’ Hani, TXT’s Yeonjun, (K-pop) girl group (G)I-DLE’s Soyeon) and pop-up locations in fashion districts like Seongsu-dong and premium spaces such as Shinsaegae Gangnam’s “The Stage” and the Dosan flagship have boosted brand visibility and drawn international visitors. As a result, UGG’s Korea sales have posted double-digit annual growth, and Shinsaegae was named Global Distribution Partner of the Year by UGG’s parent company. Shinsaegae also emphasizes ethical management and ESG (environment, social, governance) practices—ISO 26000-aligned CSR, high ESG ratings, and awards for collaborative growth with SMEs—to support sustainable brand expansion in Korea.
