The UGG store in SoHo is more than just a retail outlet; it is a landmark for sheepskin lovers and a pivotal chapter in the brand's New York City history. Located at 79 Mercer Street, this specific location holds the title of being the very first UGG "concept store" to open in the United States, dating back to 2007. While the massive flagship on Fifth Avenue offers a grandiose, multi-story experience for thousands of tourists, the SoHo location provides a more curated, intimate, and distinctly "downtown" vibe that appeals to both locals and fashion-forward visitors.

Essential Information for Your Visit

For those looking for the quick specifics to plan their trip, here are the essential details for the UGG SoHo location:

  • Location: 79 Mercer Street, New York, NY 10012 (Between Broome and Spring Streets)
  • Phone Number: (212) 226-0602
  • Operating Hours:
    • Monday to Saturday: 10:00 AM – 7:00 PM
    • Sunday: 11:00 AM – 6:00 PM (Note: Some seasonal variations may apply, particularly during holidays)
  • Layout: The store occupies the ground floor and a basement level, providing a surprisingly deep space compared to its narrow street-level appearance.

The Historic Charm of 79 Mercer Street

Shopping in SoHo is defined by its environment. The UGG store is situated in the heart of the Cast Iron District, a neighborhood famous for its late 19th-century architecture and cobblestone streets. Walking toward the store on Mercer Street, you feel the shift from the frenetic energy of Broadway to a more sophisticated, boutique-focused atmosphere.

The building itself at 79 Mercer features the high ceilings and open floor plans typical of SoHo lofts. When UGG took over this space, they managed to blend the industrial bones of the building—exposed brick and sturdy columns—with the soft, organic textures associated with their sheepskin heritage. The result is a store that feels grounded in New York history but soft enough to make you want to linger.

Why Choose SoHo Over the Fifth Avenue Flagship?

In the retail landscape of Manhattan, UGG maintains several points of presence, but the debate usually settles between the Fifth Avenue Flagship and the SoHo Concept Store.

The Fifth Avenue location is a massive, high-tech hub designed for high-volume traffic. It is spectacular, yes, but it can often feel overwhelming, with long queues just to enter the store during peak winter months.

In contrast, the SoHo store offers a "boutique" experience. Because it was the original concept store, it focuses heavily on storytelling. The lighting is warmer, the layout is more navigable, and the staff often have more time to assist with specific styling questions. If you are looking for a personalized fit session or want to explore how to integrate UGGs into a high-fashion wardrobe rather than just buying a standard pair of Classic Shorts, SoHo is the destination.

Navigating the Store: Ground Floor vs. Basement

One of the most common surprises for first-time visitors to 79 Mercer Street is the size. From the outside, the storefront looks like a standard SoHo boutique. However, the store utilizes its space vertically.

The Ground Floor The entrance level typically features the newest arrivals, limited-edition collaborations, and the "hero" products of the season. If UGG has recently released a trending platform boot or a designer collaboration, this is where you will find the main displays. The merchandising here is designed to inspire, showing the footwear alongside UGG's growing line of apparel, such as sherpa coats and lounge sets.

The Basement Level Descending to the basement level often reveals a wider selection of core classics, men's collections, and children's footwear. The basement feels like a cozy lounge, often quieter than the street level. For parents shopping for kids or men looking for the latest Neumel styles, this lower level offers a more relaxed environment to try on shoes without the pressure of the main floor's foot traffic.

The SoHo Selection: Beyond the Classic Boot

While many people associate UGG solely with the Classic Short or Tall sheepskin boots, the SoHo location prides itself on showcasing the brand's full range. In our observations of the store's inventory, it often carries pieces that department stores like Macy's or Bloomingdale’s might overlook.

  1. Fashion-Forward Silhouettes: You are more likely to find the extreme platforms, the "Disquette" slippers, and the "Tasman" braids in every colorway here.
  2. Apparel and Accessories: The SoHo store treats UGG apparel—robes, hoodies, and jackets—as a primary category rather than an afterthought. The quality of the sheepskin used in their outerwear is something that needs to be felt in person, and the SoHo store provides the space to do just that.
  3. Home Goods: From plush throws to sheepskin rugs, the lifestyle segment of UGG is well-represented here, making it a popular spot for gift-shopping.

Practical Tips for a Seamless Shopping Experience

Based on years of New York retail observation, there are several "insider" tips that can make your visit to UGG SoHo much more pleasant.

Timing Your Visit

SoHo is a magnet for weekend crowds. If you visit on a Saturday afternoon between 2:00 PM and 5:00 PM, expect to wait. The store often implements a "one-in, one-out" policy during the peak holiday season (November through January).

  • Best Time to Visit: Tuesday or Wednesday mornings, right when they open at 10:00 AM. You will have the undivided attention of the staff and the best selection of sizes that were restocked overnight.
  • The "Lunch Rush" Effect: Avoid the 1:00 PM to 2:00 PM window when local office workers and tourists alike descend on the area.

Sizing and Stock Checks

UGG sizing can be notoriously tricky, especially with newer styles like the Ultra Mini or the platform series. The staff at SoHo are well-trained in the nuances of how sheepskin stretches over time.

If you have a specific style in mind, it is highly recommended to use the "Check In-Store Availability" feature on the official UGG website before making the trek. You can also call the Mercer Street number directly; while they are busy, they are generally good about confirming if a specific size is on the shelf.

The Pet Policy

True to the neighborhood's pet-friendly nature, the UGG SoHo store generally allows well-behaved dogs. It’s a common sight to see locals shopping for slippers with their pups in tow, adding to the community feel of the location.

How to Get to 79 Mercer Street

Navigating SoHo can be confusing due to its narrow streets and the sheer number of people.

  • By Subway:
    • N, R, W Trains: Get off at the Prince Street Station. From there, it’s a short walk south on Broadway and a right turn onto Mercer.
    • 6 Train: Get off at the Spring Street Station. Walk west on Spring Street and turn right onto Mercer Street.
    • B, D, F, M Trains: Get off at the Broadway-Lafayette St Station. This is about a 5-10 minute walk away.
  • By Car: Parking in SoHo is notoriously difficult and expensive. If you must drive, there are parking garages on Wooster Street and Greene Street, but expect to pay premium Manhattan rates. Street parking on Mercer is almost non-existent as much of it is reserved for commercial loading.

Making a Day of It: The SoHo Shopping Circuit

A visit to UGG SoHo shouldn't be an isolated event. Mercer Street and the surrounding blocks offer some of the best lifestyle experiences in NYC.

  • Coffee Break: After trying on boots, head over to Sant Ambroeus on Lafayette or La Colombe on Lafayette for a high-end caffeine fix.
  • Lunch: For a quintessential SoHo experience, grab a table at Balthazar on Spring Street. It is only a few blocks away and offers the perfect French-bistro atmosphere to complement your morning of shopping.
  • Art and Culture: Don't forget to look up. The architecture on Mercer Street is some of the most photographed in the world. Many art galleries are tucked away on the upper floors of the buildings surrounding the UGG store.

Caring for Your UGGs in the New York Environment

One reason the SoHo store is so busy is that New Yorkers rely on UGGs to survive the winter. However, the city environment is harsh. Salt used on the sidewalks to melt ice can wreak havoc on sheepskin.

When you purchase a pair at the SoHo store, the staff will almost certainly ask if you need a "Care Kit." Unlike many retail upsells, this one is actually necessary.

  • Prevention: Before you wear your new boots on the NYC streets, spray them with the UGG Protector. This creates a barrier against water and oil.
  • Cleaning: If you get salt lines (the white crusty marks), use the Sheepskin Cleaner and Conditioner as soon as you get home. Do not let the salt sit on the suede, as it will permanently "burn" the material.
  • The "No-Heat" Rule: If your boots get soaked in a Manhattan slush puddle, never put them near a radiator. The intense heat will shrink the leather and make it brittle. Let them air dry at room temperature.

How to Tell if Your UGGs are Authentic

Because SoHo is a high-traffic area, you might encounter street vendors nearby claiming to sell discounted UGGs. Shopping at the 79 Mercer Street location is the only way to guarantee 100% authenticity.

The SoHo store's products feature the latest security features, including the holographic QR code label found on the left shoe/boot. When you scan this label, it should lead you directly to the official UGG site for verification. Buying directly from the concept store also ensures you are covered by the brand's warranty against manufacturing defects—a protection you won't get from unauthorized resellers.

What is the UGG Rewards Program?

If you are shopping at the SoHo store, it is worth signing up for the "UGG Rewards" program at the register. It is a points-based system where you earn credit for every dollar spent. Given that a standard pair of boots or a heavy sherpa coat can cost upwards of $200, the points add up quickly.

Rewards members also get early access to "The Closet"—an occasional online event where discontinued styles and colors are sold at a significant discount. The staff at Mercer Street are usually very efficient at looking up your account via your email address, so you don't need to carry a physical card.

FAQ: Common Questions About UGG SoHo

Does the SoHo store offer repairs?

The UGG SoHo store generally does not offer in-house repair services for damaged boots. However, they can provide advice on how to use the cleaning kits and may be able to recommend local specialty cobblers in Manhattan who deal with sheepskin and suede.

Is the SoHo store wheelchair accessible?

Yes, the ground floor of 79 Mercer Street is wheelchair accessible. Because the store is located in a historic building, the basement level is typically reached by stairs, but you can request assistance from the staff to bring specific items up to the main floor for viewing or trying on.

Can I return items bought online to the SoHo store?

Generally, yes. UGG allows returns of unworn merchandise purchased on their official website to be returned to company-owned "concept" stores like the one in SoHo. Always bring your original packing slip or order confirmation email to ensure a smooth transaction.

Does UGG SoHo have a public restroom?

Like most retail boutiques in SoHo, there are no public restrooms available within the store. The nearest public facilities are usually found in larger department stores or nearby cafes (for customers).

Do they offer student or military discounts in-store?

UGG often offers various discount programs through platforms like UNiDAYS for students. It is best to check the current terms on the official website or ask the cashier at Mercer Street if any promotions are currently active for in-store purchases.

Summary of the UGG SoHo Experience

The UGG SoHo store at 79 Mercer Street remains a cornerstone of the brand's identity in New York. By choosing this location over the larger flagship or a department store counter, you are opting for a piece of the brand's history. Whether you are navigating the two levels of sheepskin-lined luxury or stepping out onto the cobblestones with a fresh pair of Tasman slippers, the experience is quintessentially New York.

For the best results, visit on a weekday morning, embrace the knowledgeable advice of the staff, and don't forget the protector spray—Manhattan's winter streets are unforgiving, but with the right pair of boots from Mercer Street, you'll be ready for anything the city throws your way.