Apparel Brands has purchased Leicester-based kidswear and streetwear label Hype.
- The acquisition follows Hype’s emergence from administration 18 months prior, saving 82 jobs.
- Apparel Brands plans to broaden Hype’s appeal with stylish, functional, and affordable options.
- The focus will shift to providing trendy products for children, teens, and families.
- Hype’s high street presence significantly contributed to its successful back-to-school season.
Apparel Brands has acquired the kidswear and streetwear label Hype, based in Leicester. The purchase, completed for an undisclosed amount, occurred 18 months after Hype was salvaged from administration. This move secured 82 jobs and positioned the brand for new growth under its new ownership.
With a clear strategy to leverage Hype’s popularity among younger audiences, Apparel Brands aims to expand its range to offer stylish, functional, and affordable options. CEO Peter Wood expressed his enthusiasm for building on Hype’s legacy, recognising it as a powerhouse in youth fashion.
Under the new ownership, Hype intends to broaden its focus, catering more significantly to children, teens, and families. This shift supports Apparel Brands’ goal to become a leading brand in this market segment, providing products that parents and children can rely on for various occasions, including everyday wear and back-to-school essentials.
The presence of Hype on the high street has been a vital part of its recent success, particularly during this year’s back-to-school season. Mike Thompson, Hype’s Chief Executive, highlighted the brand’s commitment to bold self-expression and its aspiration to extend its reach to a wider audience. This aims to provide a lifestyle that is fun, accessible, and affordable for families.
Apparel Brands plans to maintain and even enhance this momentum by strengthening Hype’s availability in key retail locations and expanding its online presence.
Looking forward, the integration and expansion strategy set by Apparel Brands will likely pave the way for a robust future for Hype, reinforcing its status and connection with families across the United Kingdom.
The acquisition promises a transformative phase for Hype, aligning with Apparel Brands’ strategic vision for growth and accessibility.
