Authentic Brands Group is at it again.

The Latest York-based brand development, marketing and entertainment platform, on Friday said it has acquired the mental property of Hunter, the heritage British brand best known for its Original Wellington boot.

The deal is believed to be valued at $125 million.

Authentic had been rumored for months to be circling Hunter but put the potential acquisition on the back burner because it finalized its purchase of Boardriders, the parent company of Quiksilver and Billabong amongst others. It inked the $1.3 billion Boardriders deal at the tip of March.

At the identical time, Authentic said it created a partnership with The Batra Group, a U.K.-based product development, design, sourcing and distribution firm. Under the terms of this deal, Batra will develop into the core licensee for Authentic within the U.K. and continental Europe. It should oversee the design and development of Hunter footwear, apparel and accessories, operate Hunter’s branded five retail stores, and oversee the brand’s wholesale distribution and e-commerce in those territories.

Within the U.S., Authentic has signed on with Marc Fisher Footwear to be Hunter’s core footwear partner, which is able to tackle the design, wholesale and e-commerce operations on this country.

“We’re excited to finalize the acquisition of Hunter, an original footwear and outerwear pioneer,” said Jamie Salter, founder, chairman and chief executive officer of Authentic. “On the intersection of fashion and outdoor, Hunter introduces one other elevated global brand to Authentic’s diverse lifestyle portfolio.

“We’re also pleased to expand our relationships with two long-standing Authentic partners, Batra Group and Marc Fisher, each of whom has a proven track record of unparalleled expertise in product development across a spread of categories and a longtime network of outstanding retailers,” Salter continued. “We’ll stay up for working with them and our greater partner network to proceed growing the Hunter brand.”

Authentic said it can work with operating partners within the U.S., Canada, Latin America, Europe, the Middle East and throughout the Asia Pacific to expand the Hunter brand in those markets.

Hunter is 160 years old and over time has evolved from a rubber boot to a way of life brand offering a large footwear collection in addition to outerwear, bags and accessories designed for outdoor performance in rural and concrete environments.

The acquisition of Hunter is the newest example of Authentic’s technique to diversify its portfolio with brands outside of the U.S. In October of last 12 months, it acquired the U.K.-based Ted Baker for $254 million. It also partnered last 12 months with British soccer star David Beckham to own and manage his business, DB Ventures.

All told, Authentic owns greater than 40 brands across quite a lot of categories including Reebok, Nautica, Ted Baker, Sports Illustrated and Marilyn Monroe. Its brands generate sales of $25 billion globally and it operates greater than 10,800 stores in greater than 150 countries.