# EMU Australia

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**EMU Australia** (simply referred to as **EMU**; pronounced *eem-you*, often mispronounced *eem-moo*) is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for their [sheepskin](/source/Sheepskin) and [Merino](/source/Merino) [wool](/source/Wool) products. Their signature products are [sheepskin boots](/source/Ugg_boots), which have been a popular fashion trend for young women since the 2000s. EMU products are also available for men and children.

Emu Australia was originally established as **Jackson's Tannery** by Gordon Jackson in 1948. Jackson's Tannery supplied ugg boots to several retailers including a Western Australian company, Country Leather, who supplied their products to *Ugg Holdings* in the United States. In 1994, Country Leather opened its own shop in [Redondo Beach, California](/source/Redondo_Beach,_California) and *Ugg Holdings* began sourcing ugg boots directly from Jackson's, who had changed their name to EMU Australia when surf veteran Andrew Raggett took over ownership of the company. Following the sale of *Ugg Holdings* to [Deckers Outdoor Corporation](/source/Deckers_Outdoor_Corporation), who outsourced the manufacture of ugg boots to China in 1995, EMU continued production and sales under their own Emu brand.[1][2] The main headquarters for the company is located in [South Geelong, Victoria](/source/South_Geelong,_Victoria), Australia. International locations include [Grand Rapids, Michigan](/source/Grand_Rapids,_Michigan), United States; Hamburg, Germany; and London, England.

EMU Australia's main competitor for ugg boots in the Australian market is Luda Productions, which holds approximately 75% market share in Australia. The main competing brands in EMU's overseas markets are [UGG Australia](/source/UGG_Australia), manufactured by Deckers Outdoor Corporation, and [Bearpaw](/source/Bearpaw_(brand)), which produce similar sheepskin products and hold over 95% market share worldwide between them.

The name "EMU" is derived from the [Australian Coat of Arms](/source/Australian_Coat_of_Arms) which features the [emu](/source/Emu) bird.

## References

1. Smith, Brian. "Booty Call". *[Los Angeles Magazine](/source/Los_Angeles_Magazine)*. 1 October 2001, page 75.

1. Cronin, Emily. ["The story of Ugg"](http://fashion.telegraph.co.uk/article/TMG8283572/The-story-of-Ugg.html). *[The Daily Telegraph](/source/The_Daily_Telegraph)*, 30 January 2011.

## External links

- [Official website](https://www.emuaustralia.com/)

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Adapted from the Wikipedia article [EMU Australia](https://en.wikipedia.org/wiki/EMU_Australia) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/EMU_Australia?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.