Hunter unveils massive collaboration with Target

By

Barbara Santamaria

Published
Mar 1, 2018

Hunter has announced a collaboration that will see its signature protective outerwear, bags and accessories reach thousands of US shoppers this spring.

The British rainwear brand is launching an affordable and extensive 300-piece collection for any weather with Target, spanning apparel and accessories as well as products for the home and outdoors. A number of the items are a first for Hunter, such as hammocks, sunshades and coolers.

The tie-up will allow the company, best known for its rain boots which retail for over £80 ($140 in the US), sell at a lower price point. Ranging in price from $5-$80, with most items under $30, the Target collection will be available for families and friends to enjoy the outdoors.

“Hunter has long been regarded for its impeccable design aesthetic, rich heritage and playful spirit, and based on our research, it’s a brand our guests know and love. So a pairing between our two brands made perfect sense,” said Mark Tritton, executive vice president and chief merchandising officer at Target.

“From the very beginning, we worked with Hunter to develop a well-designed, affordable collection that’s all about fun, optimism and accessible adventure for the entire family. The colorful, all-weather pieces found in this line are made for enjoying the outdoors – rain or shine – on any budget.”

Alasdhair Willis, creative director at Hunter, added: “Our partnership with Target provides a unique and very powerful opportunity for us to share the Hunter story and engage with a very broad audience in the U.S. We share a similar spirit and brand values. In particular, our appeal to the entire family, and a spirit of joy, optimism and daily adventure. The partnership celebrates this and our connection to festivals and the outdoors.”

To celebrate their collaboration, Target and Hunter will host a family-friend festival in late March in the Los Angeles area. Including music performances and activities, the festival will be open to the public and will be the first time guests can shop the collection. 

The range will then launch at select Target stores and on Target.com on 14 April.