Ugg Goes for the Tween Market

Ugg may be known for those fleecy boots that everyone wears to the beach, but it is branching out to the tween market with a new line of footwear, loungewear, accessories and handbags.

The new brand, called I Heart Ugg, launches on July 14 with a mix of products that are colorful and incorporate prints and construction elements with the tween, ages 9 to 13, in mind. The idea is to have a collection that is totally different from the Ugg line.

The I Heart Ugg line will be sold at Nordstrom, Zappos, Dillard's and at UGG flagship stores. In California those flagship stores are located at South Coast Plaza in Costa Mesa, Calif., and on Sutter Street in San Francisco.

Ugg is a label owned by Deckers Outdoor Corp. in Goleta, Calif. Its other brands include Teva, Sanuk, Tsubo, and Hoka One One.