Deckers tweaks name to reflect direct-to-consumer tactic
Deckers Outdoor Corp. CEO, President and Chairman Angel Martinez and members of the company’s leadership team ring the opening bell at the New York Stock Exchange on Sept. 4. (courtesy photo by Ben Hider of NYSE)
Deckers Outdoor Corp. is changing its public-facing name to Deckers Brands as it celebrates its listing on the New York Stock Exchange.
The Goleta-based owner of Ugg, Sanuk, Teva and other popular products in footwear and accessories said its new retail channels will operate as Deckers Brands. The corporate name will remain Deckers Outdoor Corp. and its stock symbol will remain DECK.
CEO Angel Martinez was on hand at the NYSE on Sept. 4 to ring the opening bell on Wall Street. Although its products are a staple at Nordstrom and other retailers, Deckers increasingly has relied on direct-to-consumer sales online or via its company branded retail stores, which it is aggressively building out in major U.S., Asian and European metro markets.
Deckers Brands reflects the move to what the company calls its “omni-channel” sales approach,the company said in a release.
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