British brand Hunter Boots has confirmed Paolo Porta as permanent CEO. Porta has held the position on an interim basis since replacing Vincent Wauters in June 2020. Prior to joining Hunter, he was senior vice president of merchandising and licensing at Jimmy Choo. Before that, he held roles in merchandising, retail, wholesale distribution, brand development and licensing at luxury houses including Christian Dior, Stella McCartney and Burberry.

During his time at Hunter to date, Porta has successfully navigated the company through the challenges of the Covid 19 pandemic, the company said. Under Porta’s leadership, Hunter saw a 94 percent increase in e-commerce sales in the U.K. from the last quarter of 2020 to the present. Porta now plans to sharpen Hunter’s brand identity, prioritize DTC channels and diversify its wholesale distribution network.

Over the last few months, there have already been other changes to Hunter’s team: In November, Sandra Romboli joined the company as global design director. She previously worked for Decathlon, Reebok and Adidas. Shortly after, the brand brought Claudia Plant, previously with Burberry and Net a Porter, onboard as chief marketing officer.