How UGG's Founder Pivoted His Business Model to Conquer the American Market

Brian Smith relives those first few years of rejection, slow growth and at last a breakthrough!

Franchise Your Business

Schedule a FREE one-on-one session with one of our Franchise Advisors today and we’ll help you start building your franchise organization.
Co-hosted by Scott Duffy & Alan Taylor
2 min read
Opinions expressed by Entrepreneur contributors are their own.

From selling merch out of his van on the sunny shores of southern California, to creating a billion-dollar international fashion brand, UGG Founder Brian Smith embarked on a long road to reimagine advertising and intuitively reach savvy consumers. This crazy Aussie came to the West Coast in search of the next big business opportunity to take back home. Instead, he discovered a missing staple of surf culture, sheepskin boots, and pivoted his business model to imported goods. As we now know, this fashion trend would sweep the nation -- but it didn’t start out that way.

After sinking his teeth into a mouthwatering Lockhart Legend at Grub Burger Bar (complete with beer-battered onion rings), Smith relives those first few years of rejection, slow growth and at last a breakthrough! His epiphany? Authenticity breeds success. Once that lesson had been learned, UGG blossomed into the global phenomenon it is today. Now, Brian lives by this credo: Feast upon uncertainty, fatten upon disappointment, invigorate in the presence of difficulties and enthuse over apparent defeat. Learn how you can turn struggle into success.

Related: From the Brink of Bankruptcy to Growing a Billion Dollar Business

Watch more videos from Business & Burgers on their YouTube channel.

Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders. We provide expertise and opportunities to accelerate brand growth and effectively monetize video and audio content distributed across all digital platforms for the business genre.

EN is partnered with hundreds of top YouTube channels in the business vertical and provides partners with distribution on Entrepreneur.com as well as our apps on Amazon FireRoku and Apple TV.

More from Entrepreneur
Our Franchise Advisors are here to help you throughout the entire process of building your franchise organization!
  1. Schedule a FREE one-on-one session with a Franchise Advisor
  2. Choose one of our programs that matches your needs, budget, and timeline
  3. Launch your new franchise organization

SAVE on an Entrepreneur Insider Membership

Use code SAVE20 through 9/6/21 to become an annual member for just $49/yr $39/yr. When you do, you’ll enjoy:
  • Full access to Entrepreneur.com, including premium content
  • An ad-free experience
  • A weekly newsletter
  • A 1-year Entrepreneur magazine subscription delivered directly to you
Try a risk-free trial of Entrepreneur’s BIZ PLANNING PLUS powered by LivePlan for 60 days:
  • Get step-by-step guidance for writing your plan
  • Gain inspiration from 500+ sample plans
  • Utilize business and legal templates
  • And much more

Latest on Entrepreneur