After several weeks of negotiations, Authentic Brands Group (Authentic) has acquired the intellectual property of Hunter, the British brand known for its iconic Original Wellington boots. With more than 160 years of heritage, the Hunter brand has evolved from a rubber boot to a lifestyle brand offering an extensive footwear collection, outerwear, bags and accessories designed for outdoor use in both rural and urban environments.
“We are excited to finalize the acquisition of Hunter, an original footwear and outerwear pioneer,” said Jamie Salter, the founder, Chairman and CEO of Authentic. “At the intersection of fashion and outdoor, Hunter introduces another elevated global brand to Authentic’s diverse lifestyle portfolio. We are also pleased to expand our relationships with two long-standing Authentic partners, Batra Group and Marc Fisher, each with a proven track record of unparalleled product development expertise across various categories and an established network of prominent retailers. We will look forward to working with them and our greater partner network to continue growing the Hunter brand.”
New partners in UK, Europe and USA
Batra Group is a diversified global company based in the UK with expertise in product development, design, sourcing and distribution. Through this new partnership with Authentic, Batra will become the primary licensee in the UK and continental Europe. Batra will be responsible for the design and development of Hunter footwear, apparel and accessories, and the operation of Hunter branded stores, wholesale and e-commerce in these territories.
Authentic has also signed an agreement with U.S.-based partner Marc Fisher Footwear, a leading full-service fashion footwear company. Marc Fisher will be the primary footwear partner for Hunter in the U.S., handling the brand’s footwear design, wholesale and e-commerce operations in the territory.
The acquisition of Hunter underscores Authentic’s strategy to diversify its portfolio with brands that do not originate in the USA. Consistent with its brand-building approach, Authentic will draw on its global network of category experts and best-in-class partners to accelerate Hunter’s global expansion in the U.S. and Canada, Latin America, Europe, the Middle East and Africa, and key markets in the Asia-Pacific region. Additional brand partners are expected to be announced in the coming months.
