Iconic sheepskin boot brand and manufacturer, Burlee Australia, has officially launched in China, Hong Kong, Macau and Taiwan, where they have built a strong cult following thanks to their luxurious, high-quality designs.

4th May, 2016 — The Gold Coast-based brand is one of the last remaining sheepskin boot manufacturers in Australia, and prides itself on using traditional methods to produce functional, warm and stylish boots made from Australian Merino sheepskin.

Burlee Australia was officially launched in Beijing in April at an event hosted by Harper’s Bazaar and attended by Burlee Australia’s Managing Director Richard Friedrichs and a slew of local fashion icons and celebrities.

The high-end boots will be sold on a range of Chinese e-commerce web platforms and will continue to be manufactured in the company’s headquarters in Queensland’s Gold Coast. Their launch signals tough competition ahead for many low-quality providers who source and manufacturer their boots in China.

Production Manager Todd Watts says that while launching a new brand into the Chinese market can be a challenge, it was one Burlee Australia was well-placed to tackle, due to their high-quality product.

“The discerning Chinese buyer is looking for Australian-made products, and we are the home of UGG boots. Our 100% Australian-made boots are highly regarded by the Chinese, because they are authentic and of the highest quality. What’s more, we also offer custom-made designs to suit individual tastes.”

Burlee’s custom-made designs(http://www.burleeaustralia.com/) and partnership with Swarovski Crystals ensure that their boots also appeal to the fashion-conscious and are viewed as a high-end accessory, and not just a practical footwear option.

With more than 30 styles available in 16 colours, and offerings of limited edition and one-off designs such as Vintage Denim and Star Trek-inspired boots, it’s no wonder the brand has built a strong following in Australia, the USA and China.

Of their move into the Asian market, Watts says that his team is most excited by the enthusiasm by which their product has been received.

“We’re especially excited by the level of acceptance we’ve received for our broad product range and the fact that the market is so enthusiastic about our quality and Australian craftsmanship.”

Burlee Australia was founded in 1960 by Arthur Springthorpe, a wool classer from New South Wales who forged deep ties in the Australian sheepskin industry. Springthorpe then progressed to become a wholesale supplier of fur and sheepskin products, and in 1974, the company expanded intoUgg boot manufacturing.

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