Apparel Brands has acquired the Leicester-based kidswear and streetwear brand Hype, signalling significant developments in the fashion industry. This acquisition comes 18 months after Hype’s recovery from administration, saving numerous jobs. Apparel Brands aims to expand Hype’s appeal to children and families. The company focuses on offering stylish and affordable clothing. Hype will enhance its presence both online and on the high street.
Apparel Brands has successfully acquired the Leicester-based kidswear and streetwear brand Hype for an undisclosed amount. This acquisition occurs 18 months following Hype’s rescue from administration, a move that secured 82 jobs.
Under the ownership of Apparel Brands, Hype is set to leverage its existing popularity among younger demographics to broaden its market reach. The brand aims to provide ‘stylish, functional and affordable’ clothing options catering to children as well as teens and their families.
Peter Wood, the founder and CEO of Apparel Brands, emphasised Hype’s longstanding influence in youth fashion and accessories. He stated, ‘We have a clear focus on becoming the leading brand for kids and families.’ The vision is for Hype to deliver reliable fashion for everyday wear, back-to-school essentials, and other occasions.
Mike Thompson, Hype’s chief executive, highlighted, ‘Hype has always been about bold self-expression.’ The intention is to extend this ethos to a wider audience, focusing on families. The brand aims to offer a lifestyle that is both fun and accessible.
Significant success was noted in Hype’s back-to-school season this year, largely credited to its high street presence. Apparel Brands plans to build upon this success by widening Hype’s reach in key retail locations, while simultaneously enhancing its online platforms.
Apparel Brands underlines that the high street remains a vital component of their strategy, reinforcing the accessibility and connection of the brand with families.
The acquisition of Hype by Apparel Brands sets the stage for a dynamic expansion in children’s fashion, emphasising accessibility and style.
