Deckers Names New President of Fashion Lifestyle

Deckers Brands—the footwear and apparel company in Goleta, Calif., known for its Ugg boots, Teva and Sanuk footwear, and other labels—has appointed Andrea O’Donnell as president of fashion lifestyle.

O’Donnell, who started her new job on April 25, comes from DFS Group Ltd., the chain of duty-free shops owned by LVMH, where she was president of global merchandising.

Prior to that, O’Donnell was the executive director of Lane Crawford department stores, where she was responsible for merchandising, merchandise planning, marketing and store planning for the Asia-Pacific region.

“Under Andrea’s leadership, we will be able to build upon the Ugg brand’s strong foundation to accelerate penetration of highly attractive footwear and non-footwear categories, launch Koolaburra [a shoe brand acquired in 2015], and drive global growth,” said Deckers Brands President Dave Powers.

For the third quarter, ending Dec. 31, 2015, Deckers reported that Ugg net sales increased 1 percent to $743.3 million compared to $736 million for the same period the previous year, Teva net sales were up 3.2 percent to $14.1 million compared to $13.6 million the previous period, Sanuk net sales decreased 17 percent to $17 million compared to $20.5 million for the previous third quarter, and combined net sales for the company’s other brands jumped 48.4 percent to $21.6 million compared to $14.6 million the previous period.

For the fiscal year that ended March 31, 2016, Deckers expects revenues to be up 2.4 percent on a reported basis to $1.86 billion.

Deckers announced it was moving the Sanuk brand’s operations to its global headquarters in Goleta to help the brand grow while closing the Sanuk headquarters in Irvine, Calif.

The company is also realigning its brands across two groups: fashion lifestyle and performance lifestyle. Fashion lifestyle will encompass the Ugg and Koolaburra brands. The performance lifestyle group will house the Teva, Sanuk and Hoka One One brands.