Paolo Porta, who has been serving as Hunter Boots’ interim chief executive since last June, has been appointed to the role permanently to drive sustainable growth and build on ‘a very strong 2020 result’.
Porta joined Hunter, following the departure of former CEO Vincent Wauters nine months ago, to oversee the repositioning of the iconic British footwear and outdoor lifestyle brand.
Under his leadership, from the last quarter of 2020 to date, the company’s digital first approach has been reaping big results. It achieved a 94 per cent increase in eCommerce sales in the UK, driven largely by its rainboot category.
During the same period, Hunter’s Original Wellington boot saw an 89 per cent increase in sales, leading to the product selling out in many sizes.
The company is aiming for significant further growth. Its transformation strategy will focus on product elevation and diversification into all-season, all-weather categories – such as every-day footwear, it says.
Alongside a ‘sharpening’ of brand identity, Hunter will also continue to prioritise its direct-to-consumer channels. And it plans to ‘supercharge’ growth in the US, China and Asia by strengthening its wholesale distribution network.
Porta has worked in the luxury fashion industry for over 20 years, including for household names like Christian Dior, Stella McCartney, and Burberry. Most recently, he spent six years at Jimmy Choo where he served as SVP of merchandising and licensing.
Other recent new hires at Hunter include Sandra Romboli, who joined as global design director from Decathlon, Reebok and Adidas, and Claudia Plant, who joined as chief marketing officer from Burberry and Net a Porter.
Andrew Lawley, chairman of Hunter and operating partner of Atypical Partner, said: “Paolo brings considerable experience in global lifestyle brands and has led the business with calm clarity and decisiveness through the uncertainty created by the pandemic. I am absolutely delighted that he has agreed to take on the CEO role permanently to build on a very strong 2020 result.
“Hunter is a much loved, recognised and distinctive global brand and is growing rapidly through its digital first strategy and entry into new markets including the Far East.
“We also welcome Claudia and Sandra to the company, and we look forward to working with the entire Hunter team to deliver significant further growth.”
Paolo Porta, Hunter’s CEO, said: “I am so proud to be part of this beloved and progressive brand, one which I have long admired and respected from afar for many years.
“The potential at Hunter is enormous and I am excited to work with the talented team here to deliver our plans to transform it into a global brand which blends fashion, innovation and creativity with form and functionality. This is just the beginning for what I know will be an incredibly promising and stimulating next chapter in Hunter’s esteemed story.”
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