New Target collab targets Generation Y
Following its successful collaboration with Victoria Beckham, Target is joining up with British brand Hunter to release a limited edition collection designed to appeal to outdoorsy millennials.
The brand behind the famous Wellington rain boot will release more than 300 limited-edition items with Target, spanning across apparel and accessories for the entire family. Hunter will also dive into home and outdoor items with hammocks, sunshades and coolers.
Millennials and other shoppers looking to buy Wellington boots on the cheap (they normally cost $150 plus) will be drawn to Target to pick up a pair for between $20 to $40.
“Hunter has long been regarded for its impeccable design aesthetic, rich heritage and playful spirit, and based on our research, it’s a brand our guests know and love. So a pairing between our two brands made perfect sense,” said Mark Tritton, executive vice president and chief merchandising officer at Target. “From the very beginning, we worked with Hunter to develop a well-designed, affordable collection that’s all about fun, optimism and accessible adventure for the entire family. The colorful, all-weather pieces found in this line are made for enjoying the outdoors – rain or shine – on any budget.”
Hunter for Target will be available April 14 at select Target stores and Target.com. The collection reflects both brands’ innovative spirit, shared sense of joy and optimism, and commitment to creating engaging experiences. Ranging in price from $5-$80, with most items under $30, the collection was designed to bring families and friends together to enjoy the outdoors.
Also, in a first for Target’s design partnerships, REDcard holders will receive early access to order exclusive colors in select styles on Target.com beginning April 7.
“Our partnership with Target provides a unique and very powerful opportunity for us to share the Hunter story and engage with a very broad audience in the U.S.,” said Alasdhair Willis, creative director at Hunter. “We share a similar spirit and brand values. In particular, our appeal to the entire family, and a spirit of joy, optimism and daily adventure. The partnership celebrates this and our connection to festivals and the outdoors.”
To bring Hunter for Target to life and celebrate the partnership, Target and Hunter will host a festival that will include family-friendly activites and music performances. The festival, which is planned for late March in the Los Angeles area, will be open to the public and will be the first time guests can shop the collection. Target will release additional festival details and ticketing information in the coming weeks.
Founded in 1856 by an American entrepreneur in Scotland, Hunter (originally named North British Rubber Company) is a progressive British heritage brand renowned for its iconic Original Wellington boot. In 2013, Alasdhair Willis joined the brand as creative director, introducing a new era of Hunter. Since Willis’s appointment, the label has transitioned from a single product business, known almost exclusively for its Original boots, to become a multi-category business, expanding into all-weather pieces across the ready-to-wear, footwear and accessories categories. The brand’s products are popular with festival-goers and today, Hunter is instantly recognizable on the festival fields of Britain and across the globe.