New York -- UGG Australia on July 14 will launch an e-commerce site dedicated to its new tween-girls brand, I Heart UGG. The retailer also plans to open two I Heart UGG stores, in Waikiki, Hawaii, and in San Francisco, in early September.
The new line includes footwear, loungewear, accessories and handbags and will be available in the United States, Japan and China.
"This an important time in a young girl's life and her tastes and needs are different than in any other life stage," says UGG Australia president Connie Rishwain. "The key was to make this product uniquely different from the UGG brand, yet also very recognizable as UGG."
Distinct design elements include an I Heart UGG logo heel plate, a red heart rivet on every piece of footwear, distinct "Kiss" stitching on seams and a cell phone pocket in select boots.