HUNTER GAMES: Hunter, best known for its Wellington boots, is the latest brand to set its sights on Regent Street in London. The footwear brand said Sunday it has entered into an agreement with property company The Crown Estate for a flagship on the thoroughfare. The new store will be located at 83 Regent Street, and span 5,300 square feet. It will open this fall with Hunter’s new shop concept.

Hunter chief executive officer James Seuss said, “As we continue to expand our business, the opening of the London flagship will be a key milestone in the development of our brand. Choosing to establish our first retail presence on Regent Street stays true to our heritage as a British brand.”

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He added that the store will allow Hunter to create “an immersive environment,” to engage directly with customers.

Hunter was founded in 1856 and holds two royal warrants. As reported, it has launched two categories: Hunter Original, which showed during London Fashion Week last February, and Hunter Field, a specialist performance category. The latter will launch in late 2014.

Regent Street is fast becoming fashion brand central, with names such as J. Crew, Hackett, Lacoste, Tommy Hilfiger, Furla and Longchamp opening there over the past year. The Crown Estate has invested 1 billion pounds, or $1.69 billion, in the regeneration of Regent Street, with more than 70,000 square feet of new retail space.

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