There’s Good News & Bad News From Hunter Boots on Sales & Profits

Hunter Boot Ltd. has released revenue figures for the year ending December 2015, highlighting significant sales growth in North America.

Revenues increased by 33 percent in the region, while the company’s overall sales were up by 19 percent year-over-year, reaching 113.7 million pounds or $147.9 million.

Underlying profits, however, fell to 14.1 million pounds, or $18.3 million, from 15.6 million pounds, or $20.3 million, in the prior year. The company said the results were “in line with expectations” following recent investments to develop the brand’s global e-commerce site, new warehouse and distribution facilities and a number of key retail developments in the U.K., including an outlet store at Bicester Village and a Regent street flagship.

“Hunter is in a very strong position, with particularly encouraging growth in the last three years, and is well on its way to realizing its potential as a global lifestyle brand,” said Hunter’s CEO Vincent Wauters in a release. “The brand segmentation strategy and investment into expanding the product offering has been particularly valuable, with new styles in footwear, outerwear and accessories performing well.”

Wauters noted that initial sales at brand’s second Tokyo global flagship, which opened in March, have been “very positive” as the company develops its Hunter Japan business.

“We recognize that 2016 has presented a challenging retail environment in general, particularly in North America,” Hunter’s chief added. “We have invested to strengthen the brand fundamentals, in particular with the introduction of a seasonless core concept launching in October of this year. The measures we have put in place in 2016 will put us in a strong position going into 2017.”

Last year, the brand announced plans to quit London Fashion Week, where it used to present its seasonal collections, in order to embark on a more customer-facing strategy with the focus being on its own retail stores and events hosted during music festivals.

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