Emu Boots
Company Profile
EMU Australia (EMU, pronounced ‘eem-you’) started in Geelong; Australia’s prime wool, cattle and grain country. Just minutes from the world renowned surfing centre Bells Beach, Great Ocean Road, Australia. Where a group of Australian surfers invented the ‘original ugly sheepskin boot’. With typical Aussie ingenuity they developed a product to combat cold feet after winter surfing in one of Australia’s most famous and rugged surfing regions.
Why we are called EMU Australia
The Emu is Australia’s native and national bird, it inhabits the vast plains and outback areas of Australia. The bird is resourceful, exceptionally fast and can maintain itself on little food and water in the desert. We believe the choice of Emu as our brand name reflects our values. Proud, resourceful and can importantly move forward at vast speed.
EMU’s Direction
To become the worlds’ best sheepskin footwear company that consistently exceeds our customer’s expectations of quality, innovation and style.
EMU has an international focus on lifestyle comfort footwear and we utilise premium Australian wool and sheepskin. Our aim is to exceed the expectations of retailers and consumers with the best quality materials, innovative products and premium customer service support.
What is EMU Australia
EMU Australia is a luxury brand. We are a unique Australian owned footwear company, that uses premium Australian sheepskin and the best footwear technologies available. Founded in 1994, EMU is known globally for its tradition of offering the most comfortable shoes in the world, with products ranging from traditional sheepskin boots and slippers, to casual comfort slides and urban footwear.
As a privately owned Australian company, EMU has control of its operations from concept to the shelf. This structure cuts out the middlemen and puts EMU in the position to build highest quality product, coupled with fast and efficient delivery with minimal lead-times.
EMU Australia has celebrated over a decade of success and the company continues to grow its global business exponentially. Emu has expansive operations in China and appointed distributors in Japan, South Africa, UK and throughout Europe.
EMU’s Company History
1948 Jacksons company founded by Gordon Jackson, specialised in hide trading and tanning.
1970 Jacksons begins to supply tanned sheepskin to surfers on Australia’s Surfcoast who hand make after surf boots from sheepskin.
1975 The Geelong Tannery begins subcontracting to shoe makers to improve quality and performance of the basic surfer’s sheepskin boot.
1980 A partnership is formed with Brian Smith, an Australian surfer living in LA, to supply sheepskin boots to the US under the UGG Brand.
1985 Jacksons establishes a new footwear production facility in Geelong to specialise in sheepskin footwear and act as formal supplier for the UGG brand.
1993 UGG Australia is sold to USA public company – Deckers.
1994 EMU is born out of Jacksons, appoint US distributor in Boulder, Colorado.
1996 EMU opens up manufacturing operations in Australia.
1998 EMU appoints Canadian distributor in Vancouver, B.C.
1999 EMU takes over US distribution and establishes EMU RIDGE Australia Inc. EMU develops its proprietary Micron 20® Super Merino Wool.
2000 EMU opens new office in China.Company celebrates shipping of 1 million pairs in Aust market.
2001 EMU opens new office and distribution centre in Gardenia, California.Company begins signing production and design agreements with several major surf labels.
2003 EMU celebrates shipping in excess of 1 million pairs to North America.EMU opens new North America headquarters in San Clemente, California.EMU acquires Canadian distributor and establishes EMU RIDGE Australia (Canada) Ltd.
2004 EMU establishes distribution agreement in central Europe, and appoints distributors in UK, Spain, Italy & Japan.The company achieves record sales.
2005 EMU acquires its European distributor and sets up European office in Hamburg.
2006 EMU enters the UK market is ranked 2nd as new UK footwear brand.
2007 EMU’s now sell exclusively throughout Australia, Asia, Nth America and Europe and are seeking new distributors throughout the world.
