Their signature products are sheepskin boots, which have been a popular fashion trend for young women since the 2000s.

In 1994, Country Leather opened its own shop in Redondo Beach, California and Ugg Holdings began sourcing ugg boots directly from Jackson's, who had changed their name to EMU Australia when surf veteran Andrew Raggett took over ownership of the company.

[1][2] The main headquarters for the company is located in South Geelong, Victoria, Australia.

International locations include Grand Rapids, Michigan, United States; Hamburg, Germany; and London, England.

The main competing brands in EMU's overseas markets are UGG Australia, manufactured by Deckers Outdoor Corporation, and Bearpaw, which produce similar sheepskin products and hold over 95% market share worldwide between them.