Deckers Outdoor Corp Addresses Consumer Brand Confusion - SNEWS

Deckers Outdoor Corp Addresses Consumer Brand Confusion

Deckers Outdoor Corporation (NASDAQGS:DECK) filed suit today in United States District Court in the Central District of California against Tom Romeo and Romeo & Juliette, Inc. d/b/a Bearpaw, Inc. seeking a Court order to stop them from copying the trade dress design of several UGG® boots.
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GOLETA, Calif.-- Deckers Outdoor Corporation (NASDAQGS:DECK) filed suit today in United States District Court in the Central District of California against Tom Romeo and Romeo & Juliette, Inc. d/b/a Bearpaw, Inc. seeking a Court order to stop them from copying the trade dress design of several UGG® boots.

According to Angel Martinez, Deckers Chairman and CEO, "UGG® Australia’s success has fueled an entire industry of knock-off products like Bearpaw. Bearpaw is misleading consumers and creating significant brand confusion by repeatedly copying our designs, but using inferior materials, constructions and craftsmanship.”

Deckers has been manufacturing and selling UGG® Australia boots since purchasing the company from Brian Smith, an Australian who had a love for surfing and saw the value in bringing to market a high-quality brand of sheepskin boots that surfers could wear after a long day in the cold water. UGG® Australia was first distributed in the U.S. in 1978; at the time of acquisition in 1995, sales of the brand were $17 million.

In the fifteen years since, UGG® Australia has expanded both its production and distribution dramatically, adding new products and new lines, including a broad assortment of footwear, outerwear, handbags and accessories, and opening 25 company-owned UGG® Australia retail stores worldwide. With sales in 2010 expected to exceed $800 million, UGG® Australia has been recognized as one of the biggest success stories in the footwear industry in recent decades.

Martinez adds, "The strong bond between UGG® Australia and its retail customers and consumers goes beyond commerce; it's about trust. That trust is our most important asset, and it's based on an unerring consistency in product quality and branding as well as a commitment to evolve the brand continuously and smartly. Knock-off companies and counterfeiters are confusing the consumers and betraying their trust."

Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high performance outdoor activities and everyday casual lifestyle use. Teva®, Simple® Shoes, UGG® Australia, TSUBO®, Ahnu® and Mozo® brands are registered trademarks of Deckers Outdoor Corporation.

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