Authentic Brands sells stake in Hunter to Baozun 

Authentic Brands Group has sold a 51 per cent equity interest in British label Hunter to Chinese partner Baozun to grow the brand in Greater China and Southeast Asia. 

The value of the deal has not yet been disclosed. Both companies have also entered an exclusive, long-term license agreement through which Baoun will design, manufacture market and distribute Hunter brand products in Greater China. 

“This strategic move is in line with our strategy to think global and act local,” said Jamie Salter, founder, chairman and CEO of Authentic. “By partnering with Baozun, we are able to combine our expertise in brand management with their deep understanding of the local market nuances and cultural trends.”

Baozun, the e-commerce service provider, acquired Gap’s Greater China business last year. 

Authentic Brands Group, boasting more than 50 brands, acquired the intellectual property of British outdoor lifestyle brand Hunter earlier this year. The firm also aims to accelerate Hunter’s global expansion in the US and Canada, Latin America, Europe, the Middle East, and Africa.

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