Novice activist investment firm Red Mountain Capital Partners on Monday called on footwear firm Deckers Outdoor (DECK) - Get Report , the owner of the UGG boots brand, to sell itself.

The fund, which lost a bitter proxy fight with iRobot (IRBT) - Get Report last year, said it has met with the Deckers board and management team over the past two years to discuss the business. It added, however, that the value of "a sale to a strategic or financial buyer is substantially higher than the risk-adjusted value of the standalone operating plan" the company's management has put out.

"We appreciate the views of all of our stockholders, and we value constructive input toward the shared goal of enhancing stockholder value," a Deckers representative said. "Our board of directors and management team regularly evaluate opportunities to achieve this important objective, and we will continue to act in the best interests of the company and all stockholders."

 The Red Mountain campaign comes after another activist fund, Marcato Capital Management, last month said its Mick McGuire planned to talk to directors and officers at the Goleta, Calif., company, adding that discussions might focus on "strategic alternatives" such as a potential sale of the company or its "businesses or assets."

It's possible that Red Mountain or McGuire could launch a director-election proxy fight. The deadline to nominate dissident director candidates for the 2017 annual meeting is mid-June.

Marcato owns a 6% stake. Red Mountain own 3.3% of Deckers, which also produces footwear under the Teva, Sanuk, Hoka and Koolaburra brands.

McGuire's fund acquired a large chunk of its stake, according to securities filings, on the same day that Deckers Outdoor reported a big miss -- third-quarter 2017 sales and earnings per share fell well below analyst expectations and lower fiscal 2017 EPS guidance followed.