Hunter reveals new brand strategy and identity

Hunter Boots

British heritage brand Hunter has unveiled its new and refreshed brand identity, senior team appointments and its AW21 campaign, celebrating the role Hunter has played in the world for over 160 years.

The new campaign, ‘For The World Outside’, is the first to be unveiled under the leadership of CEO Paolo Porta, who was appointed in June 2020.

Since joining the company Porta has announced an ambitious strategy to reposition Hunter as the leading British outdoor lifestyle brand with a meaningful connection to nature, focusing on product elevation, diversification and sustainable practices.

Hiring in experts from their respective fields to deliver the new strategy, Porta has bolstered the leadership team including the Brand and Creative team by appointing Claudia Plant as Chief Marketing Officer and Sandra Romboli as Global Design Director.

In addition to these appointments he has further strengthened the team in other key areas – announcing Lara Meiland-Shaw as Executive Vice-President of the Americas to deliver growth through strong wholesale partnerships and announcing Dave Powell as Chief Supply Chain Officer, who will be responsible for Supply Chain strategies, development, product quality and logistics both short and long term impact.

Meiland-Shaw is a luxury fashion veteran with 20 years of experience in roles ranging from Merchandising, Retail, Wholesale and Ecommerce at Louis Vuitton, Saks, and Amazon. Powell brings 25 years of experience in manufacturing and supply chain across Blue Chip FMCG and Retail organisations.

Porta said: “I’m very pleased to announce the first phase of our brand evolution, establishing our new brand vision and sharing the Hunter pillars: nature, joy, creativity, heritage and protection with existing and new customers. We welcome Dave and Lara, with their knowledge and expertise, to help deliver significant further growth in the Americas as well as globally.”