Authentic Brands Group has forged a new partnership with Baozun Inc. for British heritage brand Hunter, which will see the Chinese firm handle the UK wellington brand across Asia.
Through a newly formed Authentic subsidiary, ABG Hunter LLC, Baozun and Authentic have entered a joint venture for Hunter in Greater China and Southeast Asia, of which Baozun acquires a 51 per cent interest of Hunter’s intellectual property across the regions.
Authentic and Baozun have also entered a long-term license agreement through which Baozun will design, manufacture, market and distribute Hunter brand products in Greater China. The license agreement will be assigned by ABG Hunter LLC to Hunter IP Holdco as the licensor across the region.
“We are thrilled to partner with Baozun to grow Hunter in this important region,” said Jamie Salter, Founder, Chairman and CEO of Authentic. The license agreement will be assigned by ABG Hunter LLC to Hunter IP Holdco as the licensor across the region. This strategic move is in line with our strategy to think global and act local. By partnering with Baozun, a leader in digital and e-commerce experiences in China and Southeast Asia, we are able to combine our expertise in brand management with their deep understanding of the local market nuances and cultural trends.”
