Apparel Brands acquires Leicester-based kidswear brand Hype, aiming to expand product offerings and audience.
- The acquisition follows Hype’s recovery from administration 18 months ago, safeguarding 82 jobs.
- Apparel Brands intends to leverage Hype’s youth popularity to expand their market.
- Hype aims to focus on trendy and practical clothing options for children and families.
- Apparel Brands envisions Hype as a leader in children’s fashion, enhancing its presence on high streets and online platforms.
Apparel Brands has completed the acquisition of Leicester-based kidswear and streetwear brand Hype. This strategic move aligns with Apparel Brands’ ambition to enhance its product portfolio and broaden its audience reach. The transaction value remains undisclosed, but the potential impact is widely anticipated by industry observers.
The backdrop of this acquisition is Hype’s recent recovery from administration just 18 months ago, where strategic efforts managed to save 82 jobs, underscoring the brand’s resilience. Apparel Brands is set to build on this foundation, leveraging Hype’s established popularity among younger audiences to extend its market presence.
The new ownership aims to develop Hype further by offering clothing solutions that are both stylish and functional, catering broadly to children, teenagers, and their families. There is a clear strategic intent to provide ‘trendy and practical’ products, thus capitalizing on both niche and mainstream markets.
Peter Wood, the founder and CEO of Apparel Brands, expressed a clear vision: ‘Hype has long been a powerhouse in youth fashion and accessories and we see an incredible opportunity to build on the brand’s legacy. We have a clear focus on becoming the leading brand for kids and families.’ These comments reflect the company’s forward-thinking approach to solidifying Hype’s position in the marketplace.
Under the leadership of Mike Thompson, Hype’s chief executive, the brand remains dedicated to its core of bold self-expression. Thompson stated, ‘Hype has always been about bold self-expression, and as we enter this new chapter, we want to bring that spirit to a wider audience—specifically, to kids and families.’
The upcoming strategy includes building on the successful back-to-school season, which significantly bolstered their high street presence. Apparel Brands anticipates continuing this upward momentum, seeking to expand into key retail locations and enhancing online visibility. Hype’s strategic growth plan aims to strengthen the brand’s accessibility and connection with modern families.
This acquisition marks a significant growth step for both companies, positioning Hype for continued success in the youth fashion industry.
