Hunter Boots CEO Opens Up About Modernizing the Brand, Plus the E-Commerce & Outdoor Booms

Hunter Boots is on a path for revitalization. Since Paolo Porta took over as CEO in March, after holding the position on an interim basis since June 2020, the brand has seen major gains. Under Porta’s leadership, from the last quarter of 2020 to date, Hunter saw a 94% increase in e-commerce sales in the U.K., and the plan is to grow the brand even further. With Hunter’s longstanding heritage, built-in customer base and rising demand for outdoor products, Porta believes the company is poised for success. Here, the CEO opens up about the brand reset and the push for a more modern aesthetic. Hunter’s For The World Outside campaign. CREDIT: Courtesy of Hunter When you talk about modernizing this brand that has such a rich history, what does that look like? Paolo Porta: “First and foremost, we have to have a clear vision of what pillars we want to maintain and what really made the brand relevant over the years. But, how do you then evolve that into something that the people of today can relate to? Our relationship with nature is very different from what it was 10, 15, 20 years ago — and actually 18 months ago since COVID-19. I think we’ve learned

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