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Sure-footed brand woos youth

Published by January 19,2021

OlivierLorans leads footwear label UGG's efforts to bring affordable luxury to China'smillennials

ForUGG, a youth-oriented footwear brand from California, the China market is thenew holy grail.

Theparent company Deckers Brands is much enthused by the growth potential inChina.

Somuch so that no sooner had its China unit, which operates 150 outlets, openedits first-ever concept store on Sept 23 at a signature shopping center inBeijing than its vice-president and general manager, Olivier Lorans, announced:"We're planning to open 45 more concept stores in the future."

Thatkind of ambitious strategy stems from "very fast" growth

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