Apparel Brands has acquired the Leicester-based kidswear label, Hype, aiming to enhance its portfolio in youth fashion.
- Hype was saved from administration 18 months ago, preserving 82 jobs and highlighting its resilience in the retail sector.
- Under new ownership, Hype plans to offer ‘stylish, functional and affordable’ clothing for children and teenagers.
- The focus will be on expanding Hype’s appeal to families by offering trendy and practical options for various occasions.
- The acquisition represents a strategic move by Apparel Brands to strengthen its position in the market for kids and family fashion.
Apparel Brands, a prominent player in the fashion industry, has successfully acquired Hype, a well-known kidswear and streetwear brand based in Leicester. This acquisition occurs less than two years after Hype successfully emerged from administration, a move that safeguarded 82 jobs, signalling its strong potential within the competitive retail landscape.
With its new leadership, Hype is set to broaden its horizons, focusing on delivering ‘stylish, functional and affordable’ apparel aimed at children and teenagers. The brand aims to leverage its streetwear roots to appeal to a broader audience, including families, further diversifying its customer base.
Apparel Brands founder and CEO, Peter Wood, expressed his vision by stating, ‘Hype has long been a powerhouse in youth fashion and accessories, and we see an incredible opportunity to build on the brand’s legacy.’ His emphasis on becoming a leading brand for kids and families reflects a strategic intention to position Hype at the forefront of accessible fashion choices for daily wear and special occasions.
Hype’s CEO, Mike Thompson, also highlighted the brand’s commitment to bold self-expression and fun, accessible fashion. The brand’s successful back-to-school season was noted as a testament to its strong presence both on the high street and online, reinforcing the importance of these platforms in its growth strategy.
As Hype enters this new chapter, a particular focus will be given to strengthening its footprint in key retail locations while maintaining a robust online presence, thus ensuring its accessibility and relevance among families.
The acquisition of Hype by Apparel Brands marks a pivotal moment in expanding accessible fashion options for children and families.
