Naver suspends sales of parallel imports to block fake UGG boots

KREAM, a resale platform operated by a subsidiary of Naver Corp., will no longer allow the sale of certain UGG products through parallel imports. The move, which comes ahead of winter, aims to curb the distribution of counterfeit goods as demand for UGG boots rises.

According to industry sources on Thursday, KREAM notified users last week that it would only authenticate UGG’s Classic Mini 2 Boots Chestnut and Classic Ultra Mini Boots Chestnut models if they bear official tags from Shinsegae International, the brand’s authorized distributor in South Korea.

This policy bans transactions from personal sellers and restricts sales to items distributed through official channels. Verified products now display the label “officially released in Korea.”

The change comes after KREAM reportedly received a request from UGG’s parent company, Deckers Outdoor, in April, urging the platform to crack down on counterfeit sellers. Deckers expressed concerns over confusion among consumers, noting that some UGG items on KREAM were being sold at prices more than 50 percent lower than the official retail price in Korea.

While the retail price of the Classic Mini 2 and Classic Ultra Mini boots typically ranges in the low to mid-200,000 won ($145), personal sellers were offering them at roughly half that amount.

Following the initial request from Deckers in April, KREAM suspended transactions of problematic UGG items. Despite the recent policy shift resulting in a noticeable drop in UGG sales, KREAM defended the decision, emphasizing the importance of protecting customers from counterfeit goods.

“Even though sales volume has decreased, we remain committed to preventing the distribution of fake products,” said a KREAM official.

The official further explained that the authentication process involves analyzing not only box labels but also the texture of the boot’s exterior materials.

Popular UGG models have a counterfeit detection rate up to 100 times higher than other products at KREAM’s inspection center.

The crackdown is not limited to KREAM. Another resale platform, SoldOut, announced on Tuesday that it would also ban individual sellers from listing UGG products, following similar concerns about unauthorized sales.