Singapore – Brand management company Authentic Brands Group has announced a joint venture partnership with e-commerce business partner Baozun, with the latter acquiring a 51% interest in the British heritage brand Hunter across Southeast Asia and Greater China.

Authentic and Baozun have also entered an exclusive, long-term license agreement through which Baozun will design, manufacture, market and distribute Hunter brand products in Greater China. The license agreement will be assigned by ABG Hunter LLC to Hunter IP Holdco as the licensor across the region.

Jamie Salter, founder and chairman and CEO at Authentic, said, “We are thrilled to partner with Baozun to grow Hunter in this important region. This strategic move is in line with our strategy to think global and act local.”

He added, “By partnering with Baozun, a leader in digital and e-commerce experiences in China and Southeast Asia, we are able to combine our expertise in brand management with their deep understanding of the local market nuances and cultural trends.”

Meanwhile, Vincent Qiu, chairman and chief executive officer at Baozun, commented, “We are excited to share our recent partnership with Authentic Brands Group, a leading global brand management company that owns a large portfolio of more than 50 brands, including many iconic and world-renowned lifestyle brands.”

He added, “This marks another milestone in our transformation where all three business lines will cooperate together to deliver an extraordinary suite of services to leading global brand companies in China and other Asian markets.”