UGG steps up its game with first SEA store in Malaysia

UGG has opened a store in Kuala Lumpur, which the brand has described as its first dedicated store in Southeast Asia. In an announcement on social media, UGG invited shoppers to explore its best-known styles alongside newer designs.

While this is the first standalone, dedicated UGG store in the region, the shoe brand has been present in the country and beyond before through other retailers. It has also had boutiques in Singapore before, including at Takashimaya and The Shoppes at Marina Bay Sands. 

A brand representative told A+M that the Suria KLCC location offers consumers a dedicated space to experience the wider world of UGG, bringing together its classics, seasonal collections and lifestyle offerings.

Don’t miss: Deckers nabs Rosewood HK's Tim Sedo as APAC marketing lead

Speaking on choosing Malaysia as its first standalone Southeast Asian outpost, the UGG representative told A+M that the country is  an important market for UGG. 

"With Kuala Lumpur's vibrant fashion and lifestyle scene, the city presents an exciting opportunity to connect more closely with consumers," they said. "Suria KLCC was a natural choice given its position as one of the city's most prominent luxury and lifestyle destinations." 

Beyond establishing a physical retail presence, the new store will also provide an opportunity for UGG to build connections with Malaysia's fashion, creative and consumer communities.

To commemorate the opening, UGG will be hosting an exclusive event on 29 October, bringing together personalities from Malaysia's fashion, entertainment and creative communities, alongside media and friends of the brand.

There aren't any announcements on upcoming stores in the region yet. However, there will be a six-month pop-up at Singapore Jewel - also a first of its kind in the region. 

Originally from California, UGG is a global brand now owned by Deckers Brands, which also owns brands such as HOKA and Teva. 

Tim Sedo, Decker Brands’ APAC marketing director, previously told A+M that there is a “huge potential to grow” its brand stories with consumers across Asia who value design, comfort, and authenticity in equal measure.  The opening also comes as UGG broadens its range beyond the boots it is best known for. UGG has been expanding into sneakers, clogs, apparel and other categories, which could matter in a market where boots are not an everyday purchase.

Deckers Brands said UGG generated US$786 million in sales in its latest quarter, up 4%, helped by strong international demand, especially in Asia-Pacific, according to investing.com’s reporting of Deckers’ new financial report. 

Malaysia has become a popular first base for many brands in recent times. Lindt opened its first standalone store in the region at The Exchange TRX this month, and I’m donut? opened its first Southeast Asian outlet there in September. Industry players have pointed to Malaysia’s multicultural consumer base and role as a growth hub as reasons it works as a testing ground.

There has also been reported growth in Malaysia’s retail sector. The Department of Statistics Malaysia (DOSM) reported that retail trade sales rose 6.5% year-on-year to RM71.7 billion in August 2026. The figure point to continued expansion in Malaysia's retail market - a timely backdrop for international brands looking to strengthen their physical presence in the country. 

Related articles:
adidas plugs into motorsport with a KLCC beacon
UGG concludes media pitch in China
How Skechers is putting its best foot forward with a new retail concept