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Hunter Boot unveils plans to expands as it appoints Alasdhair Willis as creative chief

Footwear company Hunter has unveiled plans for expansion following two senior hires.

The boot brand is planning to develop into new categories, including outerwear for the first time, and is also looking to build a retail presence following the appointment of Alasdhair Willis as creative director and Fabrizio Stroppa as commercial sales director.

Willis, who will be based in London, will report to chief executive James Seuss, who joined the company from watch retailer Tourneau in December.

He has a brief to define the vision for the Hunter brand and develop its creative voice, as well as working closely with the commercial team.

Seuss said: “Alasdhair bring amazing creative talent, style and commercial realisation to the helm of Hunter. His experience with British heritage brands and developing brand globally makes him an ideal choice to lead the creative team at Hunter as we enter our next stage of growth.”

Willis, who will maintain his role at his branding consultancy, added: “We will also be clearly defining the brand’s position in the market and communicating our unique vision across all platforms.”

The company has also appointed fashion industry veteran Stroppa as commercial sales director.

Stroppa, who will be based in London, will be charged with developing Hunter’s international presence, including  developing the brand, which is currently wholesale-only, opening shop-in-shops in key markets and flagship stores in key markets and cities.

Stroppa, who has also held roles at Mulberry, Giorgio Armani and Donna Karan, said: “As we develop and open new markets, we will be working with some of the best retailers in the world to showcase the company’s collections.”

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