UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.
In 1978, Brian Smith quit his accounting job in Australia and headed to California with a surfboard, some savings, and ambition. He figured California was where he’d find an idea or a product to bring back home to Australia to build a business. A year in, he was still looking. But then he saw an advertisement in a surfing magazine for Australian sheepskin boots. Uggs were so widespread in Australia at the time, the name was a generic term - like flip flops - not a brand. Brian was immediately stoked: these boots were virtually unknown in America. If he could get ugg boots for sale in the U.S., they would be a huge success! Almost nobody else agreed. For years, Brian lived on the edge of collapse. He sold boots from the back of his van and worked construction and golf course maintenance jobs to survive. Retailers laughed him out of stores. He lost control of his company twice. At one point, he literally crawled across the floor from stress, ready to walk away forever. And yet…he kept going. What followed was one of the most unlikely brand-building stories in modern retail history — involving surf culture, trademark wars, miraculous timing, brutal financing mistakes, and a product the fashion world initially dismissed. Today, UGG generates more than $2.5 billion a year in sales. You’ll hear how Brian: Turned rejection into problems to solve Discovered marketing insights that changed UGG forever Survived years of cash-flow disasters Lost control of the company and regained it a couple of times. Used surf culture to build an emotional connection with customers Nearly quit… over and over again… And how he eventually sold UGG to footwear giant, Decker Timestamps: 09:51 Brian's eureka moment that led to the birth of UGG 12:41 The first sales trip results in ZERO sales 21:10 The mantra that kept Brian going while doing odd summer jobs to survive 28:32 Brian gets a critical lesson in marketing…from some 12-year-old kids 51:59 Brian’s most effective strategy for retail: the “Six-Pair Stocking Plan” 56:42 On track to regain his ownership - Brian hits a huge snag 01:01:57 A midnight phone call from Australia saves the business 01:11:28 Brian gets the last laugh in the trademark dispute - and acquires a boot factory 01:14:54 Pamela Anderson wears UGGs on the set of Baywatch 01:23:39 A chance meeting in the Atlanta airport leads to a deal to sell UGG This episode was researched and produced by Casey Herman, with music by Ramtin Arablouei, and edited by Andrea Bruce. Follow How I Built This: Instagram → @howibuiltthis X → @HowIBuiltThis Facebook → How I Built This Follow Guy Raz: Instagram → @guy.raz Youtube → guy_raz X → @guyraz Substack → guyraz.substack.com Website → guyraz.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.