BR Video: Ugg Covent Garden launch proves a hit

LONDON - Ugg Australia opened its first West End flagship store in Covent Garden to a queue of eager shoppers and Brand Republic was there to capture the action -- watch the video now.

Ugg Australia, famous for its sheepskin-lined boots popular with the likes of Kate Moss and Cameron Diaz, opened its first West End flagship store in Covent Garden at midday yesterday as part of its expansion into Europe.

The launch appeared to be a success as shoppers queued up outside waiting for the store to open and left laden with bags.

The night before the launch Ugg held a VIP party attended by celebrities including model and 'Strictly Come Dancing' star Jodie Kidd, 'The Office' actor Martin Freeman and 'Doctor Who' star Freema Agyeman.

Connie Rishwain, president of Ugg Australia, said: "The continued overwhelming global response to the Ugg Australia brand has provided an amazing opportunity for expansion. As one of Ugg Australia's largest markets, the brand is embraced by the UK and its residents."

Ugg Australia was founded in 1978 by Brian Smith, a young surfer from Australia who took a trip to the US with a bag full of sheepskin boots. Since then the brand has expanded to include a range of footwear, outerwear, cold weather accessories and handbags.

Brits seem blissfully unaware that Australians prefer to wear their Uggs in-doors as slippers while in the UK it has become essential celebrity wear with the likes of Lilly Allen, Katie Price, Britney Spears and Madonna all choosing Ugg.