Hunter - Commercial Due Diligence


About the brand

Hunter is a British wellington boot brand, first launched in 1856, and has developed into a lifestyle brand under the ownership of Searchlight Capital since 2011. It is the market leader in the wellington boot category in the UK and recently opened its flagship own brand store on Regent Street. The brand also enjoys strong success in the US and Japan, with global sales reaching £114m in 2015 

Hunter Wellington Boots Close Up.jpg

The Challenge/Task

Pragma was commissioned by Searchlight Capital to undertake a rigorous commercial diligence programme to evaluate the key success factors of the brand in the UK and US. This also included an in-depth analysis of the sustainability of both the brand and the category.


  • A customer research programme across the UK and US markets to provide insight into the current customer base and an assessment of further target consumers. The purpose of this work was to inform Hunter’s competitive positioning, acquisition strategy and product development

  • To inform opportunities for further international expansion, Pragma calculated the size of the Wellington boot market across key geographies and identified opportunities and challenges for the brand in each of these

  • To guide market entry in key territories, Pragma detailed the structure of distribution channels in each market

The Result

Following Pragma’s report delivery, Searchlight Capital successfully acquired a controlling stake in the company in 2011. Pragma’s findings and recommendations provided the blueprint for further growth, and supported the development of a fashion and lifestyle proposition for the brand. We continue to work with the senior team to monitor brand traction and key performance indicators metrics across key markets.