British lifestyle brand Hunter has signed a joint venture to expand into Japan.

Hunter, renowned for its Wellington boots, has signed Itochu Corporation as JV partner to cater to Japanese consumers.

The partners say more detailed future plans will be unveiled in due course.

Hunters says the partnership reflects its commitment to the Japanese market and recognition of the potential growth for the brand in Japan.

James Seuss, CEO of Hunter, said: “We see a huge opportunity in Japan and we see Itochu as a key player in furthering Hunter’s development as a global lifestyle brand. As another company with a long heritage and strong core values, this is a natural partnership for us.”