Leicester-based kidswear and streetwear brand Hype has been acquired by Apparel Brands, marking a significant shift in the UK fashion landscape.
- The acquisition follows Hype’s emergence from administration 18 months ago, a move that preserved 82 jobs.
- Apparel Brands aims to expand Hype’s reach, focusing on stylish and practical options for children and families.
- Peter Wood, CEO of Apparel Brands, highlights the opportunity to build on Hype’s strong legacy in youth fashion.
- Hype’s strategy will now target a broader audience, emphasising accessibility and lifestyle offerings.
Leicester-based kidswear and streetwear brand Hype has been taken over by Apparel Brands for an undisclosed amount. This acquisition comes after Hype was rescued from administration 18 months prior, saving 82 positions. The brand has maintained popularity among younger audiences, positioning Apparel Brands to broaden its market reach with products that are both stylish and functional.
Apparel Brands intends to shift Hype’s focus under its new ownership to target a wider demographic. This involves providing trendy and practical apparel options for children, teenagers, and their families. Such a move underscores the company’s strategy to enhance its foothold in the family-oriented segment of the fashion market.
Peter Wood, founder and CEO of Apparel Brands, remarked on the acquisition, expressing optimism about enhancing Hype’s established reputation. He stated, “Hype has long been a powerhouse in youth fashion and accessories, and we see an incredible opportunity to build on the brand’s legacy.” Wood emphasised the brand’s potential to continue being a reliable name in fashion for both children and parents.
Meanwhile, Hype’s chief executive, Mike Thompson, shared his vision for the brand’s new chapter, indicating a desire to expand its appeal to families. Thompson said, “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.” His comments highlight a strategic emphasis on becoming a go-to brand not just in fashion but in providing an accessible lifestyle.
The success of the recent back-to-school season for Hype has been pivotal, with its high street presence contributing significantly. This momentum is set to continue as Hype, under Apparel Brands, aims to grow its presence in retail locations while expanding its online reach. The focus remains on strengthening the brand’s connection with families by making it more accessible.
The acquisition of Hype by Apparel Brands is poised to redefine its reach and influence in the kids’ fashion market, aligning with modern consumer demands.
