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Dec 8, 2010
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Deckers files suit against Emu for 'UGG' trademark infringement

Published
Dec 8, 2010

Deckers Outdoor Corporation, a footwear manufacturer of brands such as Teva Sport Sandals, Ugg Australia and Simple Shoes, has filed a trademark infringement suit in United States District Court in the Central District of California against Emu Australia, Inc. and Emu (Aus) Pty Ltd. Deckers is seeking a Court order to stop Emu from using its trademarks.

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“The success of UGG Australia has created an entire industry of companies that market their wares by deliberately confusing consumers. Emu’s trademark infringement is intentionally misleading consumers into believing they are buying a genuine UGG Australia product when in fact, they are not.”

According to Angel Martinez, Deckers Chairman and CEO, "The success of UGG Australia has created an entire industry of companies that market their wares by deliberately confusing consumers. Emu’s trademark infringement is intentionally misleading consumers into believing they are buying a genuine UGG Australia product when in fact, they are not.”

Deckers has been manufacturing and selling UGG Australia boots since purchasing the company from Brian Smith. The brand was first distributed in the US in 1978. At the time of acquisition in 1995, sales were $17 million.

In the fifteen years since, UGG Australia has expanded both its production and distribution significantly, adding new products and lines and opening 25 company-owned UGG Australia retail stores worldwide. With sales in 2010 expected to exceed $800 million, the brand has been recognised as one of the biggest success stories in the footwear industry in recent decades.

Martinez adds, "Deckers is taking an active stand against those companies that infringe on our trademarks, like Emu, and companies that copy our designs, like Bearpaw, as well as countless websites selling counterfeit product, because our success is built on the trust between UGG Australia and its retail customers and consumers. That bond is our most important asset.”

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