EMU Australia

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EMU Australia
Founded 1948 as Jackson's Tannery
1994 as EMU Australia
Founder(s) Gordon Jackson
Headquarters South Geelong, Victoria, Australia
Area served Worldwide
Products Footwear, apparel and accessories
Website www.emuaustralia.com

EMU Australia (simply referred to as EMU; pronounced eem-you, often mispronounced eem-moo) is an Australian lifestyle brand that designs, produces and markets footwear, apparel and accessories. The brand is best known for their sheepskin and Merino Wool products. Their signature products are sheepskin boots, which have been a popular fashion trend for young women since the 2000s. EMU products are also available for men and children.

Originally established in 1948 as Jackson's Tannery by Gordon Jackson, Jackson's supplied ugg boots to several retailers including a Western Australian company, Country Leather, who supplied their products to Ugg Holdings in the United States. In 1994, Country Leather opened its own shop in Redondo Beach, California and Ugg Holdings began sourcing ugg boots directly from Jackson's, who had changed their name to EMU Australia when surf veteran Andrew Raggett took over ownership of the company. Following the sale of Ugg Holdings to Deckers Outdoor Corporation, who outsourced the manufacture of ugg boots to China in 1995, EMU continued production and sales under their own Emu brand.[1][2] The main headquarters for the company is located in South Geelong, Victoria, Australia. International locations include San Clemente, California, United States; Hamburg, Germany; and London, England.

EMU Australia's main competitor for ugg boots in the Australian market is Luda Productions, which holds approximately 75% market share in Australia. The main competing brands in EMU's overseas markets are UGG Australia, manufactured by Deckers Outdoor Corporation, and Bearpaw, which produce similar sheepskin products and who hold over 95% market share worldwide between them.

In December 2010, Deckers Outdoor Corporation filed a trademark infringement suit against the company, saying in a statement that EMU was "intentionally misleading consumers into believing they are buying a genuine UGG Australia product."[2] Emu counter sued alleging that Deckers' trademark was obtained after a false statement to the US Patent and Trademark Office and was therefore invalid.[3] On 25 August 2011, the case was dismissed with prejudice by stipulation of the parties but the terms of the settlement were not disclosed.[4][5]

The name "EMU" is derived from the Australian Coat of Arms which features the emu bird.

References

  1. ↑ Smith, Brian. "Booty Call". Los Angeles Magazine. October 1, 2001, page 75.
  2. ↑ 2.0 2.1 Cronin, Emily. "The story of Ugg". The Daily Telegraph, 30 January 2011.
  3. ↑ "The battle of the uggs". Shoe Fair Online. 25 January 2011. Retrieved 7 September 2011. 
  4. ↑ Leonhardt, Megan (26 August 2011). "Deckers, Emu Resolve Ugg Trademark Suit". Law360.com. Retrieved 7 September 2011. 
  5. ↑ "Emu and Deckers reach settlement over Ugg name". Just-Style.com. 26 August 2011. Retrieved 7 September 2011. 

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