Emu

EMU Australia is an Australian lifestyle brand that designs, produces, and markets footwear and accessories, with a heritage rooted in sheepskin tanning and the manufacture of Australian ugg boots. The business traces its origins to Jackson's Tannery, established by Gordon Jackson in 1948. The tannery supplied ugg boots to retailers, including Country Leather in Western Australia, which later became connected to the American ugg-boot market. The EMU identity emerged in the 1990s. After surf-industry veteran Andrew Raggett took ownership of the company, Jackson's Tannery changed its name to EMU Australia in 1994. That same period was a significant turning point in the international development of the ugg category. Country Leather opened a shop in Redondo Beach, California, while Ugg Holdings, a United States-based business, began sourcing boots directly from the Australian producer. When Ugg Holdings was sold to Deckers Outdoor Corporation, Deckers moved production of its ugg boots to China in 1995. EMU Australia continued independently, selling sheepskin footwear under its own brand rather than becoming part of the Deckers-owned UGG business. The brand is primarily associated with boots made from sheepskin and Merino wool. Its product range also includes slippers, shoes, sandals, and footwear for men and children, as well as selected accessories. The common design proposition is a combination of natural materials, warmth, cushioning, and everyday wearability. EMU products became especially visible during the growth of sheepskin boots as a fashion trend among young women in the 2000s, although the company has continued to present the category as both lifestyle footwear and practical cold-weather wear. EMU Australia operates from its main headquarters in South Geelong, Victoria. International locations identified for the business include Grand Rapids, Michigan; Hamburg, Germany; and London, England, reflecting the brand's presence across Australia, North America, and Europe. The brand competes in a crowded ugg and sheepskin-footwear market. In Australia, Luda Productions is identified as a major competitor, while UGG Australia, produced by Deckers Outdoor Corporation, and Bearpaw are prominent competitors in overseas markets. The name EMU refers to the emu bird depicted on Australia's national coat of arms. The brand therefore combines an explicitly Australian identity with a product heritage based on locally associated sheepskin and wool footwear. Its market positioning is centered on comfort, natural materials, and Australian origin rather than on a single narrow product category.

EMU Australia's history begins with Jackson's Tannery, founded by Gordon Jackson in 1948. The tannery operated in Australia as a producer and supplier of sheepskin footwear, including ugg boots. Its production entered broader retail channels through customers such as Country Leather, a Western Australian company that supplied products to Ugg Holdings in the United States. The business entered a new phase in the early 1990s. Country Leather established a retail shop in Redondo Beach, California, helping connect Australian-made sheepskin footwear with the growing American market. Around the same period, surf veteran Andrew Raggett acquired the company. Following the change in ownership, Jackson's Tannery adopted the EMU Australia name in 1994. The new identity provided a distinct brand platform at a time when Australian sheepskin boots were becoming increasingly visible outside their home market. Ugg Holdings subsequently began sourcing its boots directly from the Australian producer. This relationship changed after Ugg Holdings was sold to Deckers Outdoor Corporation. In 1995, Deckers outsourced the manufacture of its ugg boots to China. EMU Australia nevertheless continued to manufacture and sell products under the EMU name, retaining an independent position in the competitive sheepskin-footwear field rather than becoming absorbed into the Deckers-owned UGG business. During the 2000s, sheepskin boots became a widely recognized fashion trend, particularly among young women. EMU Australia became known internationally for its sheepskin and Merino wool products, while maintaining a broader lifestyle-footwear assortment. The company expanded beyond women's boots to offer products for men and children, along with slippers and other footwear and accessories. This broadened the brand from a specialist boot maker into a family-oriented lifestyle label. The company's principal headquarters is in South Geelong, Victoria, Australia. It has also maintained international locations in Grand Rapids, Michigan, Hamburg, Germany, and London, England. These locations correspond with its presence in North American and European markets in addition to Australia. EMU's identity is closely tied to Australia. Its name is derived from the emu bird shown on the Australian Coat of Arms, and its product heritage is associated with Australian sheepskin and wool footwear. The company operates in a market where competitors include Luda Productions in Australia and Deckers Outdoor Corporation's UGG Australia and Bearpaw in overseas markets. EMU's continuing proposition is based on natural materials, warmth, comfort, and Australian lifestyle positioning.

• 2000

  Sheepskin boots gain broader fashion visibility

  [1]EMU Australiaen.wikipedia.org

  During the 2000s, sheepskin boots become a prominent fashion trend, increasing international visibility for brands such as EMU Australia.

• 1995

  Deckers changes the production model for its ugg business

  [1]EMU Australiaen.wikipedia.org

  After acquiring Ugg Holdings, Deckers Outdoor Corporation outsources production of its ugg boots to China. EMU continues selling sheepskin footwear under its own brand.

• 1994

  The business adopts the EMU Australia name

  [1]EMU Australiaen.wikipedia.org

  After Andrew Raggett takes ownership, Jackson's Tannery changes its name to EMU Australia and begins operating under the EMU brand identity.

• 1994

  Expansion of the American retail connection

  [1]EMU Australiaen.wikipedia.org

  Country Leather opens a shop in Redondo Beach, California, while Ugg Holdings begins sourcing ugg boots directly from the Australian producer.

• 1948

  Jackson's Tannery is established

  [1]EMU Australiaen.wikipedia.org

  Gordon Jackson establishes Jackson's Tannery in Australia, creating the production heritage from which EMU Australia later developed.

An upper-mid-market Australian lifestyle footwear brand focused on sheepskin, Merino wool, natural materials, warmth, and everyday comfort.

• Boots

  Sheepskin boots

  EMU Australia's signature category consists of boots made with sheepskin and related wool materials. These products combine insulation and softness with casual lifestyle styling and are the main expression of the brand's Australian ugg-boot heritage. The range serves women, men, and children and has been marketed both as cold-weather footwear and as fashion-oriented everyday wear.

• Wool footwear

  Merino wool footwear

  Merino wool is one of the principal natural materials associated with EMU Australia's product offer. Wool footwear extends the brand's proposition beyond traditional sheepskin boots, emphasizing warmth, softness, and comfort. The material is used across lifestyle footwear categories, including boots and slippers.

• Indoor and casual footwear

  Slippers

  EMU Australia slippers use the brand's established sheepskin and wool expertise in lighter, comfort-focused footwear. They form an important companion category to the boot business and extend the brand's use case into indoor and relaxed everyday settings.

• Family footwear

  Men's and children's footwear

  Although the brand is strongly associated with women's sheepskin boots, EMU Australia also offers footwear for men and children. These ranges broaden the customer base and support the brand's positioning as a lifestyle and family footwear business rather than a women's boot specialist only.

• Lifestyle footwear and accessories

  Casual footwear and accessories

  The wider EMU Australia assortment includes additional footwear and accessories beyond its best-known boots and slippers. These products support the company's broader role as a lifestyle brand while retaining the emphasis on comfort and natural-material construction.

• 1995

  Continuation of an independent brand after Deckers production changesStrategy

  Background

  Ugg Holdings was sold to Deckers Outdoor Corporation, which moved production of its ugg boots to China.

  Action taken

  EMU Australia continued its own production and sales under the EMU brand instead of becoming part of the Deckers-owned UGG operation.

  Aftermath

  EMU remained an independent competitor in the sheepskin and ugg-style footwear market.

  Source

• 1994

  Adoption of the EMU Australia brandStrategy

  Background

  The business had previously operated as Jackson's Tannery and supplied sheepskin footwear through other retailers. After Andrew Raggett took ownership, it needed a distinct identity as it developed its own branded business.

  Action taken

  The company changed its name to EMU Australia and continued producing and selling sheepskin footwear under the EMU name.

  Aftermath

  The rebranding established the identity used by the company in its subsequent Australian and international lifestyle-footwear operations.

  Source

1. 1EMU Australiaen.wikipedia.org
2. 2EMU Australia official websiteemuaustralia.com