British heritage footwear and lifestyle brand Hunter has entered Thailand with the opening of its first flagship store at ICONSIAM in Bangkok, expanding its retail presence in Southeast Asia.
Founded in Scotland in 1856, Hunter is best known for its Original Wellington boots and has evolved into a broader lifestyle brand spanning footwear, apparel, bags and accessories. The new Thailand store brings together the brand’s wider product range, including its signature boots, waterproof footwear, contemporary rain boots, sneakers, apparel, bags and accessories.
The store, located on the third floor of ICONSIAM, incorporates Hunter’s signature red with oak-inspired finishes, mint tones and greenery. Its design draws on the British countryside and coastal landscapes, reflecting the brand’s outdoor heritage.
“Thailand is a strong market for our versatile collections, supported by its tropical climate, urban lifestyle, and growing demand for international fashion brands,” Hunter said.
The Thai launch is part of Hunter’s broader Southeast Asian expansion under its partnership with Baozun and Authentic Brands Group (Authentic). In 2023, Baozun acquired a 51% equity interest in a special-purpose vehicle holding Hunter’s intellectual property across Greater China and Southeast Asia.
Under the current structure, Baozun affiliates have exclusive rights to manufacture, market, distribute and sell Hunter products in Thailand, Singapore, Malaysia, Cambodia, the Philippines and Vietnam, in addition to Greater China.
In Thailand, the rollout is being supported by Minor Lifestyle, which announced the debut of the first Hunter flagship in the country. Minor Lifestyle operates across lifestyle, apparel and fashion retail and is part of Minor International.
The Thailand entry also reflects Hunter’s strategy of moving beyond its traditional rain-boot category into a broader lifestyle proposition. Baozun has previously said it plans to expand Hunter into new categories and diversify its distribution channels across Southeast Asia.
Hunter’s Thailand entry is structured through an exclusive licensing and brand-management model rather than a conventional franchise agreement. Baozun holds the 51% interest in the Hunter Southeast Asia and Greater China IP venture with Authentic, while its affiliates hold exclusive regional rights covering Thailand and other Southeast Asian markets.
The opening gives Hunter a physical foothold in Thailand as it continues to build its Southeast Asian network and develop its positioning as a British outdoor and lifestyle brand.
