Target Pulls the Plug on Coveted Hunter Rain Boots
Bad news continues to rain down on Target’s collaboration with Hunter, the British heritage brand that turned $150 wellies into a coveted fashion item.
The delayed rain boots that customers were clamoring for at Target’s $40 price will not be released — at all. Target Chief Merchandising Officer Mark Tritton issued an apology to customers on Friday.
“After thorough evaluation, we’ve decided not to make this item available. We’re very sorry, but the production simply didn’t meet our standards, Hunter’s standards, or the standards we want guests to have to have when they shop at Target.”
Apparently $40 Hunter boots really were too good to be true. Triton pointed to production issues. He said Target is working with a third party to recycle the defective boots.
The tall rain boots were just one item in a 300-piece limited edition collection that includes jackets, coolers, and short boots for women, children, and men — most of which sold out last weekend.
But the wellies are what Hunter is best known for, and when news of the delay initially surfaced, industry experts said Target may have underestimated the demand for the premium boots at a Target price point.
“Rest assured we’ll look into how this happened, and we’ll work hard to ensure it doesn’t happen again,” Tritton said. “We’re sorry we let you down. We promise to do better next time.”