April showers and accessible rain fashion go hand in hand in Target’s new partnership with Hunter.
Target announced Thursday a limited-edition spring collaboration with the British wellie boot brand, set to launch in Target stores and online April 14. For the first time, Target REDcard holders will receive early access to order exclusive colors in select styles on Target.com beginning April 7.
Spanning more than 300 pieces, the collection will offer footwear, apparel, accessories for men, women, children and toddlers. The line will also boast products for home and outdoors, as well as a number of firsts for Hunter, including hammocks, sunshades and coolers.
“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,” said Mark Tritton, Target executive vice president and chief merchandising officer. “The colorful, all-weather pieces found in this line are made for enjoying the outdoors—rain or shine—on any budget.”
Hunter’s collaboration with Target is another tale of a premium brand widening its reach. Ranging from $5 to $80, most items in the collection will retail under $30—a sharp contrast from Hunter’s standard $140-$160 price point for boots.
“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, Hunter creative director.
Target has set the standard for high-low collaborations. After a series of misses, including a ‘love it or hate it’ collaboration with Lilly Pulitzer, Target’s collaboration last April with British designer Victoria Beckham broke a company record for sales of a design partnership.
Target is in the midst of rolling out a series of new house brands that span footwear and apparel. As part of its three-year investment plan, the retailer announced last year that it would debut 12 new private-label collections to spice up product assortment, with a combined sales forecast of $10 billion over the next two years.