Lexi Webster
EMU Australia is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, which are made with natural, renewable, and biodegradable materials. While EMU Australia designs all of its products in Australia, some products are manufactured in Australia, while others are manufactured offshore. The entire range of Platinum Sheepskin boots, including the Platinum Stinger Mini, is proudly made in Australia from 100% Australian sheepskin.
| Characteristics | Values |
|---|---|
| Brand name | EMU Australia |
| Brand origin | Australia |
| Brand history | Established in 1948 as Jackson's Tannery by Gordon Jackson |
| Brand ownership | Australian-owned |
| Main products | Footwear and accessories |
| Signature products | Sheepskin boots |
| Main materials used | Australian sheepskin, leather, and Merino wool |
| Product features | Water-resistant, removable arch support insoles, reinforced outer soles, fibreglass-reinforced heel cup |
| Product styles | Knee-high, ankle, and Chelsea boots |
| Manufacturing locations | Australia and offshore |
| Australian factory location | Geelong, Victoria |
| Australian-made products | Platinum Sheepskin range, including boots and slippers |
| Australian-made materials | 100% Australian sheepskin |
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What You'll Learn
Emu Australia: history and ownership
Emu Australia, also known as EMU, is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots, which have been popular with young women since the 2000s. The company's headquarters are located in South Geelong, Victoria, Australia, and it has international locations in the United States, Germany, and the United Kingdom.
The history of Emu Australia dates back to 1948 when it was originally established as Jackson's Tannery by Gordon Jackson. Jackson's Tannery supplied ugg boots to various retailers, including a Western Australian company called Country Leather. Country Leather supplied products to Ugg Holdings in the United States. In 1994, Country Leather opened a store in Redondo Beach, California, and Ugg Holdings began sourcing ugg boots directly from Jackson's.
When surf veteran Andrew Raggett took over the company, Jackson's changed its name to Emu Australia. The name EMU is derived from Australia's national bird, the emu, and the logo represents the footprint of an Australian emu. The company continued to produce and sell its products under the Emu brand even after the sale of Ugg Holdings to Deckers Outdoor Corporation, which outsourced the manufacture of ugg boots to China in 1995.
Emu Australia has become a well-known brand for its sheepskin and Merino wool footwear and accessories. The company invests heavily in innovation and design, utilising natural materials, craftsmanship, and quality to create world-leading footwear. Their products are available for men, women, and children, and their sheepskin boots have become a popular fashion trend. Emu Australia's main competitor in the Australian market is Luda Productions, while overseas, they compete with brands such as UGG Australia and Bearpaw, which produce similar sheepskin products.
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Boot materials and design
EMU Australia is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots. The brand also produces shoes and slippers.
EMU boots are made with natural materials, including water-resistant Australian sheepskin, Merino wool, and suede. The sheepskin used is sustainably sourced and is naturally water-resistant, making it ideal for winter boots. The material helps to keep moisture out and warmth in, while also being durable and resistant to staining. The boots are designed to keep feet warm and dry without overheating.
The brand also uses premium Australian leather in its boots, which is also sourced sustainably. The leather is used alongside the sheepskin and wool to create comfortable and long-lasting footwear.
EMU's design philosophy embraces natural materials, craftsmanship, and quality. The brand's footwear is styled with the natural beauty of the Australian landscape in mind, using an earth-inspired colour palette. The logo represents the footprint of an Australian emu, the country's national bird.
The EMU women’s range features a variety of warm, cosy, and durable boots for winter. The range includes knee-high, ankle, and Chelsea boots, offering all-weather wear. The boots are designed with features such as flexible rubber soles and double-stitched seams for durability.
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Waterproof and water-resistant qualities
EMU Australia is an Australian lifestyle brand that designs, produces, and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, particularly its sheepskin boots, which have become a popular fashion trend for young women since the 2000s. EMU offers a range of waterproof boots for women, men, and children, which are designed to keep the wearer's feet dry and comfortable in wet weather conditions.
The EMU range of waterproof boots includes various styles, such as mid-calf boots, tall boots, ankle boots, flat boots, and heeled or wedged boots. The boots are made with durable materials and feature plush Australian sheepskin and Merino wool lining, cushioned insoles, and sturdy outsoles with excellent traction on wet surfaces. The seams on the suede uppers are watertight, ensuring that moisture stays on the outside of the boot.
EMU's waterproof boots are suitable for a range of occasions and weather conditions. The mid-calf and tall boots are ideal for outdoor activities such as hiking or walking through unpredictable weather, providing excellent protection without limiting mobility. The ankle boots offer a stylish and versatile option, while still providing waterproof elements. EMU also offers waterproof boots specifically designed for children, which feature flexible, comfortable soles that help them stay steady on wet, uneven surfaces.
In addition to their waterproof boots, EMU also offers water-resistant boots that provide some degree of protection against moisture but are not entirely impermeable to water. These boots are made with water-resistant Australian sheepskin and are designed to keep the wearer's feet dry in light rain or damp conditions. Whether you're looking for waterproof or water-resistant boots, EMU offers a range of options to suit your specific needs and style preferences.
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Manufacturing locations
EMU Australia is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots.
EMU Australia was originally established as Jackson's Tannery by Gordon Jackson in 1948. The company supplied ugg boots to various retailers, including a Western Australian company, Country Leather. In 1994, Country Leather opened its own shop in California and began sourcing ugg boots directly from Jackson's, which had since changed its name to EMU Australia.
EMU Australia has a factory in Geelong, Victoria, that makes its Platinum Sheepskin products, such as Platinum Stingers, Outbacks, and Slippers. The entire range of Platinum Sheepskin boots is made in Australia from 100% Australian sheepskin. This includes slippers like the Platinum Mintaro and icon boots like the Platinum Stinger Mini.
While all EMU products are designed in Australia, some are manufactured in Australia, while others are manufactured offshore. The company invests heavily in innovation and design, embracing natural materials, craftsmanship, and quality to create world-leading footwear. The natural beauty of the Australian landscape inspires the style of EMU boots, and they are made with natural materials, including water-resistant Australian sheepskin, Merino wool, and suede.
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Competitors and market share
EMU Australia, or EMU, is an Australian lifestyle brand that designs, produces, and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots.
EMU Australia's main competitor in the Australian market for ugg boots is Luda Productions, which holds approximately 75% of the market share in Australia. However, in overseas markets, EMU's main competing brands are UGG Australia, manufactured by Deckers Outdoor Corporation, and Bearpaw. These two companies produce similar sheepskin products and together hold over 95% of the worldwide market share. Other competitors in the global UGG boots market include Koolaburra by UGG and Skechers, which offer fashionable and comfortable boot options. These companies invest in product innovation, marketing, and expanding their global presence, leveraging influencer partnerships to maintain their competitive edge.
To compete with these brands, EMU Australia invests heavily in innovation and design, focusing on natural materials, craftsmanship, and quality to create world-leading footwear. The brand's name and logo are inspired by the Australian national bird, the emu, and its footwear is styled with the natural beauty of the Australian landscape in mind, utilizing natural textiles and an earth-inspired color palette.
In terms of market share, while specific figures for EMU Australia are not readily available, the global UGG boots market size was valued at USD 2.5 billion in 2023. This indicates that the market is highly competitive, with several key players vying for a significant portion of the sales. EMU Australia is included among the top competitors in this market, alongside UGG (Deckers Brands), Bearpaw, Koolaburra by UGG, and others.
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Frequently asked questions
All EMU footwear is designed in Australia, and the Platinum sheepskin range is manufactured in Geelong, Victoria, Australia. Some other products are manufactured offshore.
EMU boots are made with natural materials including water-resistant Australian sheepskin, Merino wool, and suede.
Yes, EMU boots are designed with comfort in mind. They have removable arch support insoles and a fibreglass-reinforced heel cup.
Most EMU boots are water-resistant, and some are waterproof.
Yes, EMU boots are made from natural, biodegradable materials and the company invests heavily in innovation and design.
