Emu Australia

Emu Australia is an Australian lifestyle brand known for sheepskin and merino wool footwear and accessories. It traces its origins to Jackson's Tannery, founded by Gordon Jackson in 1948.

What is Emu Australia?

EMU Australia is an Australian lifestyle brand that designs, produces and markets footwear and accessories, best known for sheepskin and merino wool products. Wikipedia says its name derives from the Australian Coat of Arms, which features the emu.

History

The company began in 1948 as Jackson's Tannery, established by Gordon Jackson. It became EMU Australia after surf veteran Andrew Raggett took over ownership, although the source does not give the date of that change. Its signature sheepskin boots have been popular since the 2000s, and the range now also includes men's and children's products.

Business model and distribution

The headquarters is in South Geelong, Victoria. Wikipedia lists international offices in Grand Rapids, Michigan in the United States, Hamburg in Germany and London in England, which indicates a model built on international distribution through wholesale partners. The source also names Luda Productions as its main Australian competitor, with about 75 per cent of the Australian market. The current ownership structure is not stated in the source, so no owner is given here.

Why it matters

Emu Australia belongs to the group of Australian sheepskin footwear brands that sell worldwide, alongside Ugg. It is a reference for how a regional tannery grew into an export-oriented lifestyle brand with offices on three continents.

Frequently asked questions

Who owns Emu Australia?

The source consulted does not state the current owner. It says the company was taken over by surf veteran Andrew Raggett and renamed EMU Australia.

Where is Emu Australia from?

Emu Australia is from Australia and is headquartered in South Geelong, Victoria. It started in 1948 as Jackson's Tannery.

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