Hunter opens flagship London store

  • Hunter — the iconic Wellington boot brand — has opened a flagship store in London.

    The opening of Hunter’s first store at 83 Regent Street, London is a “key milestone in the development of our brand,” according to the company’s chief executive James Seuss.

    The 5,300ft2 flagship store takes iconic references from the British countryside and reappropriates them for the urban setting.

    Inside is a gabion dry stone wall displaying the brand’s iconic original Wellington boots, first introduced in 1956.

    Puddle tables with mirror tops feature throughout designed to resemble the environment after a downpour.

    At the rear of the ground floor there is an infinity forest created from Douglas fir trees.

    A 5m high LED screen behind the staircase shows films, campaigns, events and gives weather updates.

    The seating areas in the store resemble a rural boot room and on the first flood the Hunter collection is displayed against a backdrop of box hedging. The green tiles on the floor represent the inlay of an archetypal British lawn.

    The Hunter Kids collection is displayed on the lower ground floor in a space created to reflect Hunter’s take on the inside of swimming pool.

    “Following the recent launch of our new global e-commerce site, our global flagship store delivers a retail concept that will form the basis of future retail opportunities in key cities such as Tokyo and New York,” said James Seuss, the company’s CEO.

    Hunter’s Regent Street store is the first to showcase the AW14 Hunter Original footwear, outerwear and accessories collections, alongside the Field collection.

    For more information visit www.hunterboots.com

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