By  on June 30, 2014

NEW YORK — Ugg it turning its focus to the middle-school customer.

The company is hoping to build off the momentum of a successful 2013 fiscal year, where brand sales increased 9.7 percent, with its first stand-alone secondary brand. Named I Heart Ugg, the new label is aimed at the female tween consumer, defined as girls between the age of nine and 13. “We wanted to give [this customer] an exclusive product,” said president Connie Rishwain. “It will definitely look different than the Ugg line, but it will have the DNA. This gives her her own identity.”

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