Hype, a Leicester-based kidswear brand, has been acquired by Apparel Brands for an undisclosed amount.
- Hype’s acquisition follows its previous financial rescue, which preserved 82 jobs.
- Apparel Brands aims to leverage Hype’s appeal among young consumers to broaden its market presence.
- The acquisition will shift Hype’s focus towards trendy, functional, and affordable fashion for families.
- Hype’s management expresses enthusiasm for expanding their reach both in retail locations and online platforms.
Apparel Brands has strategically acquired the Leicester-based kidswear brand, Hype, for an undisclosed sum. This acquisition marks a significant development following Hype’s earlier rescue from financial difficulties, which saved 82 jobs. The acquisition serves as a pivotal move to capitalise on Hype’s established popularity among youthful demographics.
Peter Wood, Founder and CEO of Apparel Brands, remarked on the potential to build upon Hype’s existing reputation as a leading figure in youth fashion and accessories. He articulated a clear vision for Hype to remain a reliable source of fashion for everyday wear and special occasions, reinforcing the brand’s influence among parents and children alike.
Under the new ownership, a shift in focus is anticipated, with aspirations to offer ‘stylish, functional and affordable’ clothing options. This reorientation is aimed at appealing to a broader audience, specifically targeting children, teenagers, and their families, thereby expanding Hype’s footprint in the dynamic fashion landscape.
Hype’s Chief Executive, Mike Thompson, expressed excitement about the brand’s new direction under Apparel Brands. He emphasised that Hype’s core mission of promoting bold self-expression would be carried forward, with ambitions to become a lifestyle brand that appeals to families. Thompson highlighted the brand’s successful back-to-school season as a testament to its robust presence and potential for growth.
Looking forward, Apparel Brands has detailed plans to enhance Hype’s accessibility by concentrating on a few key strategies. These include enhancing their presence on the high street and expanding digital engagement. The intention is to strengthen Hype’s connection with families through increased visibility in prime retail locations and an enriched online shopping experience.
The acquisition of Hype by Apparel Brands is set to redefine the brand’s trajectory in the kidswear fashion industry, aiming for broader market engagement.
