SHANGHAI, China, [August 28], 2023 (GLOBE NEWSWIRE) – Today, Baozun Inc. (Nasdaq: BZUN and HKEX: 9991) (“Baozun” or the “Company”), a leading brand e-commerce solution provider and digital commerce enabler in China, announced that it has entered into an exclusive partnership with Authentic Brands Group (“Authentic”) to operate Hunter’s business in Asia. Baozun has also agreed to form a joint venture with Authentic to acquire 51% of the intellectual property of Hunter in Greater China and Southeast Asia. Hunter, is an iconic British heritage brand of original footwear and outerwear.

In early June, Authentic Brands Group acquired Hunter’s global intellectual property. Over the course of its 160-year history, the Hunter brand has evolved from its core rubber boot to a full lifestyle brand, offering an expansive footwear collection, outerwear, bags and accessories designed for outdoor performance in both rural and urban environments. Since 2019, Hunter has built its online presence in Mainland China across major social and e-commerce platforms. Over the past two years, Baozun has been engaged as Hunter’s e-commerce partner in China, successfully helping drive its online growth and profitability.

“We are excited to share our recent partnership with Authentic Brands Group, a leading global brand management company that owns a large portfolio of more than 50 brands, including many iconic and world-renowned lifestyle brands,” said Vincent Qiu, Chairman and Chief Executive Officer of Baozun. “This marks another milestone in our transformation where all three business lines will cooperate together to deliver an extraordinary suite of services to leading global brand companies in China and other Asian markets. We are full of confidence in this strategic cooperation and look forward to continuing to develop and expand cooperation with ABG Group in Greater China and Southeast Asia and create more business opportunities for more brands. ”

Ms. Sandrine Zerbib, President of Baozun Brand Management, commented, “We are thrilled to add Hunter, an iconic and rich heritage brand, to the BBM portfolio. Post-COVID, outdoor is a growing trend, and we see excellent growth potential in Greater China, where Hunter has a good reputation as a premium outdoor lifestyle brand. As Baozun has already run Hunter’s e-commerce business in China, we are confident to expand Hunter through additional online and offline channels. We will also expand Hunter into additional product categories to achieve more revenues and rebalance seasonality. We believe the combination of BBM’s China-for-China strategy and our technology and data-driven approach in product and consumer operations will position Hunter for sustainable future growth.”

Authentic Brands group is a global brand development, marketing and entertainment platform which owns a portfolio of iconic and world-renowned lifestyle, entertainment and media brands. Its brands generate approximately $29 billion in global annual retail sales and have an expansive retail footprint in more than 150 countries, including 11,700-plus freestanding stores and shop-in-shops, and 390,000 points of sale.

“We are excited to partner with Baozun to further our vision for Hunter in China and Southeast Asia,” said Jamie Salter, Founder, Chairman and CEO of Authentic. “Their breadth of expertise in marketing, innovation and technology, along with their experience with Hunter in this important market, makes this a significant partnership within the global brand strategy. We are confident that Baozun will help accelerate the expansion of Hunter in China and other Asian markets, and that the partnership lays the groundwork for future opportunities.

About Baozun Inc.
Founded in 2007, Baozun Inc. is a leader in brand e-commerce service, brand management, and digital commerce service. It serves more than 400 brands from various industries and sectors around the world, including East and Southeast Asia, Europe and North America.

Baozun Inc. comprises three major business lines – Baozun e-Commerce (BEC), Baozun Brand Management (BBM) and Baozun International (BZI) and is committed to accelerating high-quality and sustainable growth. Driven by the principle that “Technology Empowers the Future Success”, Baozun’s business lines are devoted to empowering their clients’ business and navigating their new phase of development.

For more information, please visit http://ir.baozun.com.

About Authentic Brands Group
Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 50 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate more than $29 billion in global annual retail sales and have an expansive retail footprint in 150 countries, including 11,700-plus freestanding stores and shop-in-shops and 390,000 points of sale.*

Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Hickey Freeman®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Rockport®, Eddie Bauer®, Boardriders®, Quiksilver®, Billabong®, Roxy®, DC®, RVCA®, Element®, Von Zipper®, Spyder®, Volcom®, Shark®, Tretorn®, Prince®, Airwalk®, Izod®, Jones New York®, Van Heusen®, Hart Schaffner Marx®, Arrow® and Thomasville®.

For more information, visit corporate.authentic.com.
Follow Authentic on LinkedIn, Instagram and Twitter.

*Pending acquisition in Q3 2023

About Hunter
With a 160-plus-year heritage, the Hunter brand has evolved from a rubber boot to a lifestyle brand, offering an expansive footwear collection, outerwear, bags and accessories designed for outdoor performance in both rural and urban environments. With seasonal introductions of fresh new styles and colorways inspired by the brand’s strong DNA, Hunter has cemented its position as the “welly of choice” among outdoor enthusiasts, celebrities and fashion trendsetters alike.

For more information, please visit https://hunterboots.com
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