Shanghai-Based E-Commerce Company Takes 51% Interest and Enters Long-Term Licensing Agreement to Manage Hunter in Greater China and Southeast Asia
Baozun, the e-commerce service provider headquartered in Shanghai, has acquired a 51% equity interest in Hunter, a footwear and lifestyle brand established in 1856 as the North British Rubber Company. The deal is part of a joint venture with Authentic Brands Group, the current owner of Hunter which stye acquired there months ago in June of this year.
Jamie Salter, Chairman and CEO of Authentic Brands Group, noted that the new partnership aligns with the company’s established strategy to “think global and act local,” through which owned brands are licensed and distributed to regional partners.
In addition to the acquisition, Baozun has entered into an exclusive, long-term licensing agreement that will allow the firm to design, manufacture, market, and distribute Hunter-branded products in Greater China.
Vincent Qui, Chairman and CEO of Baozun, said, “This marks another milestone in our transformation where all three business lines will cooperate together to deliver an extraordinary suite of services to leading global brand companies in China and other Asian markets.”
Hunter experienced a surge in sales post-pandemic following a period of downturn due to the cancellation of significant live events like the Glastonbury Festival, where Hunter boots have long been a popular choice among attendees.
The acquisition of Hunter by Baozun aligns with Authentic Brands Group’s existing operational approach, in which specific functions are outsourced to specialized local businesses.
For example, following its acquisition of Ted Baker last autumn, Authentic named OSL as its principal partner to manage Ted Baker’s retail, wholesale, and e-commerce activities in North America this spring. In April, further partnerships were announced: PDS was selected to establish the Ted Baker Design Group (TDG), serving as the brand’s global center for design and innovation. Meanwhile, AARC was chosen as the distribution partner for Ted Baker in the UK and Europe. In May, Aldo was granted the license for Ted Baker’s footwear.
