Deckers Brands
Deckers Brands is an American footwear company whose portfolio includes UGG, HOKA, and Teva.
Last updated October 23, 2026
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Overview
Deckers Brands, legally known as Deckers Outdoor Corporation, is an American footwear designer, marketer, and distributor headquartered in Goleta, California. Established in 1973 by Karl F. Lopker and Doug Otto, the company developed from a small West Coast sandal business into a global house of footwear brands. Its principal portfolio today includes UGG, HOKA, and Teva, brands that address distinct but sometimes overlapping markets in premium lifestyle footwear, performance running, outdoor recreation, and casual comfort. The company originated with handmade leather sandals sold at West Coast craft fairs. Lopker initially operated under the Styled Steer name, while the Deckers name was adopted after Otto encountered the Hawaiian slang term “deckas,” a reference to the layered construction of the sandals. This early focus on sandals established a product and design foundation that continued through Deckers’ later development of Teva and other outdoor-oriented businesses. Deckers expanded its brand platform through licensing and acquisitions. In 1985 it entered an agreement to manufacture and distribute Teva sandals, a rafting-inspired sport sandal created by Mark Thatcher. Deckers later acquired Teva’s patents, trademarks, and other assets in 2002. The company became Deckers Outdoor Corporation when it went public in 1993 and subsequently added brands including Simple Shoes, UGG Holdings, MOZO Shoes, Sanuk, HOKA, and Koolaburra. Several of these businesses were later divested or repositioned, illustrating a portfolio strategy that has concentrated resources on brands with stronger long-term growth potential. UGG became the company’s most important lifestyle brand. Its sheepskin-lined boots, originally associated with surf culture and Australian and New Zealand traditions, achieved broad visibility in the United States after being promoted through The Oprah Winfrey Show’s Favorite Things segment in 2003. UGG expanded beyond its signature boot into slippers, sandals, apparel, accessories, and other comfort-focused products. The brand has historically been a major contributor to Deckers’ revenue and has also exposed the company to fashion cycles and changing consumer preferences. HOKA represents Deckers’ performance and technical-growth platform. Founded in France in 2009, HOKA initially distinguished itself with unusually thick, lightweight midsoles and a “maximalist” running-shoe concept. After Deckers acquired the brand in 2013, HOKA broadened its presence among recreational runners, competitive athletes, outdoor users, and consumers seeking cushioned everyday footwear. Its product identity rests on cushioning, geometry, stability, and distinctive visual design. Teva remains Deckers’ outdoor sandal brand. Its core products use adjustable webbing systems, secure heel retention, and grippy soles intended for water activities, travel, hiking, and warm-weather casual use. The brand helped define the modern sport-sandal category and continues to combine functional outdoor construction with lifestyle positioning. Deckers’ business model is therefore based on managing differentiated footwear brands rather than selling one uniform product line. The company designs and markets products through wholesale partners, branded retail, and digital commerce, with operations extending beyond the United States. Its strategic challenge is to preserve the distinct identities of UGG, HOKA, and Teva while managing fashion risk, seasonal demand, sourcing, inventory, and competition in global footwear markets.
History
Deckers began in 1973 when Karl F. Lopker made and sold leather sandals at craft fairs along the West Coast. The early business operated under the Styled Steer name. Doug Otto later became involved, and the Deckers name was adopted after Otto learned of a Hawaiian expression referring to the layered construction of the sandals. The company’s initial identity was therefore closely tied to handmade sandals, regional entrepreneurship, and informal outdoor lifestyles. In the 1980s, Deckers broadened its reach through Teva. Mark Thatcher had developed an amphibious sandal for rafting and other water activities by adding a retaining ankle strap to a thong-style sandal. After disputes concerning the ownership of the Teva name and patent, Thatcher established his own business and entered an exclusive licensing agreement with Deckers in 1985. Deckers subsequently refined the strap architecture and, in 2002, acquired Teva’s worldwide patents, trademarks, and related assets. Deckers became a public company in 1993 under the name Deckers Outdoor Corporation. It expanded through acquisitions, including Simple Shoes and UGG Holdings. UGG became especially important after its sheepskin boots gained recognition among surfers and then wider American fashion and lifestyle audiences. The brand received a significant publicity boost from its inclusion in The Oprah Winfrey Show’s Favorite Things segment in 2003. Over time UGG developed a broader assortment of boots, slippers, sandals, apparel, and accessories. The company continued experimenting with portfolio expansion. It acquired MOZO Shoes in 2010, Sanuk in 2011, HOKA in 2013, and Koolaburra in 2015. These additions covered culinary work footwear, casual footwear, performance running, and value-oriented sheepskin-inspired products. Deckers later sold MOZO and Sanuk, while retaining and developing its strongest strategic assets. HOKA became particularly significant because its thick, lightweight midsoles and maximalist design created a differentiated position in running footwear. Deckers’ modern structure is centered on UGG, HOKA, and Teva. UGG supplies premium lifestyle and comfort products; HOKA focuses on running and outdoor performance; and Teva serves the sport-sandal and outdoor-casual market. The portfolio gives Deckers exposure to multiple consumer occasions, but it also requires careful brand separation. The company’s history reflects a recurring pattern of acquiring or licensing footwear concepts, building international distribution and brand awareness, and later concentrating capital and management attention on businesses with the clearest growth and identity.
- 2015
Koolaburra joins the UGG portfolio
[1]Deckers acquires Koolaburra and positions it under UGG.
- 2013
HOKA is acquired
[1]Deckers acquires the French-founded running brand HOKA.
- 2011
Sanuk is acquired
[1]Deckers adds Sanuk to its casual footwear portfolio.
- 2003
UGG gains national television exposure
[1]UGG boots appear in The Oprah Winfrey Show’s Favorite Things segment.
- 2002
Teva assets are acquired
[1]Deckers acquires worldwide Teva patents, trademarks, and other assets.
- 1995
UGG Holdings is acquired
[1]Deckers acquires UGG Holdings, bringing the UGG brand into its portfolio.
- 1993
Public listing
[1]The company becomes public on NASDAQ and adopts the Deckers Outdoor Corporation name.
- 1985
Teva licensing agreement begins
[1]Deckers receives an exclusive agreement to manufacture and distribute Teva sandals.
- 1975
The Deckers name is adopted
[1]The founders adopt the Deckers name after encountering a Hawaiian term associated with the sandals’ layered construction.
- 1973
Deckers is founded
[1]Karl F. Lopker and Doug Otto establish the sandal company that becomes Deckers.
Products and positioning
A multi-brand footwear house spanning premium comfort and lifestyle footwear, technical running, and outdoor sandals.
Premium lifestyle and comfort footwear
UGG
UGG is Deckers’ best-known lifestyle brand. It is associated with sheepskin and wool-lined boots, including the Classic boot family, but its assortment also includes slippers, sandals, sneakers, apparel, handbags, and accessories. The brand moved from surf and regional outdoor associations into mainstream fashion and premium comfort, helped by high-profile media exposure in the early 2000s.
Running and performance footwear · 2009
HOKA
HOKA designs running and outdoor shoes distinguished by cushioned, lightweight midsoles and a maximalist visual profile. Founded in Annecy, France, in 2009, the brand initially attracted attention among runners seeking high cushioning and rolling geometry. Under Deckers, HOKA has served competitive and recreational runners as well as consumers using technical footwear for everyday comfort.
Outdoor and sport sandals · 1982
Teva
Teva is an outdoor sandal brand built around adjustable webbing, heel retention, foot security, and traction on wet or uneven surfaces. Its Universal Strapping System connects the sandal’s straps through a structured arrangement intended to keep the foot secure during water activities and outdoor movement. Teva also occupies a lifestyle position in travel, warm-weather casual wear, and urban outdoor fashion.
Casual footwear
Sanuk
Sanuk was a casual footwear brand added to Deckers through acquisition in 2011. Its products were associated with relaxed, surf-influenced footwear and included sandals and casual shoes. Deckers later divested the brand to Canadian sportswear company Lolë.
Culinary-industry footwear
MOZO Shoes
MOZO Shoes produced footwear aimed at culinary professionals. Deckers acquired the brand in 2010 and sold it in July 2015.
Lifestyle sheepskin-inspired footwear
Koolaburra
Koolaburra was acquired by Deckers in 2015 and positioned within the UGG brand structure. Its role was connected to accessible sheepskin-inspired lifestyle footwear and complementary distribution.
Marketing campaigns
- 2003The Oprah Winfrey Show Favorite Things exposure
United States
UGG boots were included in the Favorite Things segment of The Oprah Winfrey Show, providing substantial national media exposure and helping move the brand beyond its earlier surf-associated niche.
Outcome. Increased UGG visibility and contributed to broader mainstream adoption.
Brand decisions
2015
Acquire and reposition KoolaburraM&ABackground
Koolaburra offered a complementary position in sheepskin-inspired lifestyle footwear.
Action taken
Deckers acquired Koolaburra and placed it under the UGG brand.
Aftermath
The transaction broadened the UGG-related product and market architecture.
2015
Divest MOZO ShoesM&ABackground
MOZO served a specialized culinary-workwear segment outside Deckers’ core consumer brand concentration.
Action taken
Deckers sold MOZO Shoes in July 2015.
Aftermath
The divestment reduced the portfolio’s exposure to specialized culinary footwear.
2013
Acquire HOKAM&ABackground
HOKA had established a differentiated position in running through oversized but lightweight midsoles and a maximalist design philosophy.
Action taken
Deckers acquired HOKA and incorporated it into its brand portfolio.
Aftermath
HOKA became Deckers’ performance-running platform and expanded beyond its initial specialist audience.
1995
Acquire UGG HoldingsM&ABackground
UGG provided Deckers with a premium lifestyle footwear brand centered on sheepskin-lined boots and comfort.
Action taken
Deckers acquired UGG Holdings.
Aftermath
UGG became the company’s principal lifestyle brand and an important source of revenue.
1985
Enter exclusive Teva licensingStrategyBackground
Teva had developed a specialized sandal for rafting and water activities, and Deckers was positioned to provide manufacturing and distribution scale.
Action taken
Deckers entered an exclusive agreement to manufacture and distribute Teva sandals.
Aftermath
Teva became a long-term Deckers brand, with Deckers later acquiring its worldwide intellectual property and related assets.
Recent events
Deckers reports fiscal second-quarter earnings below expectations[2]
Reported:
Deckers reported fiscal second-quarter earnings late Thursday that missed analyst expectations. Revenue for the quarter ended September 30 was $1.43 billion, compared with the $1.51 billion expected by Wall Street.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Deckers Brands announces a board appointment[3]
Reported:
Deckers Brands announced the appointment of Juan R. Figuereo to its Board of Directors, effective March 1, 2020.
Sources3 sources
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