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Hunter aiming for year-round appeal with new lines

Hunter has said its revamped offer will enable it to reach customers “with relevant product, 365 days a year”.

The label, best known for its wellington boots, has revealed plans to roll out a new sub-brand Hunter Original, introducing new categories including outerwear, knitwear and accessories for autumn 14, which it will show at London Fashion Week in February. A second sub-brand Hunter Field will launch for spring 15, offering performance wear items. Prices are not yet available.

Creative director Alasdhair Willis – husband of designer Stella McCartney – joined the business last February. He said the move would allow the brand to “realise [its] true potential”.

He told Drapers: “We have always maintained that a unique opportunity exists to develop Hunter from a British heritage brand into a global lifestyle brand. The introduction of Hunter Original and Hunter Field is the first stage in that process.

“The expansion of the product categories within those brands, and the diverse consumer profile

of each, will allow us to explore new opportunities with both existing and new retailers.”

Willis said the wellington boot would remain “the heart of the Hunter Original brand”, although it aimed to establish “new icons” within the additional categories.

The rebrand comes as Hunter looks to expand overseas including to China this year, as well as grow in existing markets in North America, Europe and Japan.

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