British heritage boots brand Hunter is expanding beyond footwear with the launch of its first men’s grooming collection.

Launching exclusively at Boots in the UK, the collection marks Hunter’s latest move into lifestyle categories and includes a wash bag, manicure set, spray trio, water bottle, multi balm and eau de toilette, alongside a festive gift set.

Developed in partnership with beauty specialist SLG Brands, the range features Hunter’s signature branding, including its Wellington tread pattern and a colour palette inspired by its footwear, spanning Hunter Green, Navy and Hunter Red.

The collection’s signature fragrance, After Storm, is inspired by petrichor and uses AromaSpace technology.

The brand said the launch is aimed at introducing Hunter to new consumers while strengthening Boots’ offering of premium lifestyle beauty brands.

“Hunter has long stood for craftsmanship, performance and enduring British design,” said parent company, Authentic Brands Group president of lifestyle EMEA-India Henry Stupp.

“Through our partnership with SLG Brands, we’re extending the brand equity into a complementary category with an operator that brings deep expertise in beauty and personal care.

“It’s another example of how Authentic accelerates iconic brands through category expansion with best-in-class partners.”

This week, Hunter launched its first limited-edition collaboration with GANNI, to celebrate the brand’s British heritage in weather-ready design.

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