World Footwear


ABG announces partnership to grow Hunter Boots in China and Southeast Asia

Aug 30, 2023 United States
ABG announces partnership to grow Hunter Boots in China and Southeast Asia
Authentic Brands Group has entered a joint venture with the Shanghai-based provider of brand management solutions Baozun to grow the Hunter brand in China and Southeast Asia
Through the agreement, Baozun has acquired a 51% equity interest in the heritage brand's intellectual property across the regions in the newly formed subsidiary ABG Hunter. “We are thrilled to partner with Baozun to grow Hunter in this important region”, said Jamie Salter, Founder, Chairman and CEO of Authentic.

“This with our strategy to strategic move is in line think global and act local. By partnering with Baozun, a leader in digital and e-commerce experiences in China and Southeast Asia, we are able to combine our expertise in brand management with their deep understanding of the local market nuances and cultural trends”, he added. Baozun will also manufacture, market, and distribute Hunter brand products in Greater China.

“We are excited to share our recent partnership with Authentic Brands Group, a leading global brand management company that owns a large portfolio of more than 50 brands, including many iconic and world-renowned lifestyle brands. 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”, stated Vincent Qiu, Chairman and Chief Executive Officer of Baozun.

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