Since 2013 Hunter, the traditional British company, has built up an international lifestyle brand around its legendary gumboots. A product world was created that extends from jackets to backpacks and umbrellas and even flip-flops. Wellingtons & Co. have become the must-haves of the trend-conscious clientèle – even when the sun is shining. The rapid rise to fame has been accompanied by major marketing campaigns. They have been equally diligent at the point of sale.
The bricks-and-mortar core business operates through shop-in-shops; the presence is rounded out with flagships and pop-up-stores. In future a new, flexible shopfitting system by Umdasch Shopfitting will be used to transport the corporate identity of Hunter even more clearly. First showrooms, amongst others in Londons Regent Street, were fitted out with furniture in autumn 2016. The global rollout will take place from February 2017.