British heritage brand Hunter is collaborating with US retail giant Target on a limited edition 300-piece collection covering products for children, adults, the home and outdoors.
The collection which launches at target.com and in select stores on 14 April, spans apparel and accessories for women, men, girls, boys and toddlers, as well as a number of home and outdoor products which are a first for Hunter, such as hammocks, sunshades and coolers.
Target executive vice president and chief merchandising officer Mark Tritton said a collaboration with Hunter, which was founded in 1856 and is best know for its original Wellington boot, made “perfect sense”. Prices for the line range from $5–$80, with most items under $30.
“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,” Tritton said.
Hunter creative director Alasdhair Willis said the tie-up would enable Hunter to “share the Hunter story and engage with a very broad audience in the US”. “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,” Willis said.
To celebrate the collaboration Target and Hunter will host a festival that will include family-friendly activities and music performances. The festival, which is planned for late March in the Los Angeles area, will be open to the public and will be the first time guests can shop the collection. Target will release additional festival details and ticketing information in the coming weeks.