Hunter, the well-known boots and clothing brand, has recently announced the appointment of Paolo Porta as its new CEO. Porta had been serving as the interim chief executive for the past nine months and has now been rewarded with the permanent position. During his time as interim CEO, Porta successfully led the brand through a repositioning strategy and effectively managed the challenges brought on by the Covid-19 pandemic.
Under Porta’s leadership, Hunter experienced a remarkable increase in e-commerce sales in the UK, with a staggering 94% rise in the last quarter of 2020. This growth can be largely attributed to the brand’s popular rain boot category, which saw an impressive 89% increase in sales, resulting in many sizes selling out.
Before joining Hunter, Porta had an extensive career in the luxury fashion industry, spanning over 20 years. He held various roles in merchandising, retail, wholesale distribution, brand development, and licensing at renowned fashion houses such as Christian Dior, Stella McCartney, and Burberry. His most recent position was as Senior Vice President of merchandising and licensing at Jimmy Choo.
Andrew Lawley, the chairman of Hunter, expressed his satisfaction with Porta’s leadership during the uncertain times caused by the pandemic. He commended Porta’s calm clarity and decisiveness, as well as his ability to effectively guide the business. Lawley also highlighted the strong results achieved by Hunter in 2020 and expressed his confidence that Porta will continue to build on this success.
Porta himself expressed his excitement about the future of Hunter and sees his appointment as just the beginning of an exciting chapter in the brand’s story. He believes that Hunter has a promising future ahead.
In addition to the CEO appointment, Hunter has also undergone a refreshed brand strategy. Porta has focused on strengthening the Brand and Creative leadership teams by bringing in experts in their respective fields. The recent appointments of Sandra Romboli as Global Design Director and Claudia Plant as Chief Marketing Officer have further bolstered the company’s capabilities. Romboli has previously worked at Decathlon, Reebok, and Adidas, while Plant joins from Burberry and Net-a-Porter.
Porta and his team will be working closely together to drive sustainable growth for Hunter. Their approach will revolve around offering high-quality outdoor products, with footwear at the core, and adopting a customer-centric and digital-first strategy.
Overall, the appointment of Paolo Porta as CEO marks an important milestone for Hunter. With his extensive experience and successful track record, Porta is well-equipped to lead the company into a promising future. With a refreshed strategy and a strong team in place, Hunter is poised for continued success and growth in the years ahead.
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