With collaborations ranging from Mickey Mouse to “Killing Eve,” HunterBoots is seeking broad appeal, and cultural relevance.
Under Porta, Hunter wants to become an all-purpose brand, offering boots for dog-walking on drizzly spring days; sustainably made sandals, clogs and slides for summer, and snow boots that can withstand temperatures of minus 25 degrees Centigrade.
He also wants the focus to be less on the technical attributes of the boots and more about the style. The Women’s Original Tall Wellington boots carry a price tag of 125 pounds, while the new City Explorer Tall Neoprene boots cost 215 pounds. The Killing Eve Chasing boots are 295 pounds. cost up to 450 pounds, and Porta believes “people are parting with that kind of cash for a reason.” He said it’s up to Hunter to be able to satisfy all of those customer demographics and still conjure the luxury dream. John Lewis and a host of sports and outdoor stores, while in the U.S.
Going forward, Porta said the geographic mix at the brand will be different, too. While more than 80 percent of the brand’s sales have traditionally come from the U.S. and the U.K., he believes there is enormous potential in markets such as China, Japan and Germany.
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