EMU Australia
| Company type | Private |
|---|---|
| Industry | Footwear, Accessories, Fashion |
| Predecessor | Jackson's Tannery |
| Founded | 1948 |
| Founder | Gordon Jackson |
| Headquarters | South Geelong, Victoria , Australia |
Area served | Australia, United States, Germany, United Kingdom |
Key people | Andrew Raggett (leader since 1994) |
| Products | Sheepskin boots, footwear, accessories made from sheepskin and Merino wool |
EMU Australia (pronounced eem-you) is a lifestyle brand from Australia that focuses on footwear and accessories, particularly those crafted from sheepskin and Merino wool. Its iconic sheepskin boots have been a popular fashion choice since the early 2000s, available for men, women, and children.
The company began in 1948 under the name Jackson's Tannery, founded by Gordon Jackson. Initially, it supplied ugg boots to retailers such as Country Leather in Western Australia, which in turn distributed products to Ugg Holdings in the United States. In 1994, when Country Leather launched a store in Redondo Beach, California, Ugg Holdings started sourcing directly from Jackson's Tannery, which had rebranded as EMU Australia under the leadership of surf industry veteran Andrew Raggett. After Deckers Outdoor Corporation acquired Ugg Holdings and moved manufacturing to China in 1995, EMU continued producing and marketing its products independently. The company’s main office is located in South Geelong, Victoria, with additional international branches in Grand Rapids, Michigan, Hamburg, and London.
Within Australia, EMU faces competition mainly from Luda Productions, which dominates approximately 75% of the local market. On a global scale, its chief rivals include Deckers’ UGG Australia and Bearpaw, together commanding more than 95% of the sheepskin footwear sector.
The brand name "EMU" is derived from the emu bird featured on the Australian Coat of Arms.