Apparel Brands has acquired a 60% stake in Hype, a Leicester-based kidswear and streetwear brand.
- The acquisition includes the option to purchase the remaining 40% from Sarjan Dulai.
- Hype has undergone significant changes, reducing inventory and improving efficiency.
- The acquisition offers new opportunities for expansion and leverage in supply chain.
- Apparel Brands aims to solidify Hype’s position in youth fashion and accessories.
Fashion distribution company Apparel Brands, established in 2017 and supported by True Capital since 2023, has acquired a 60% stake in Leicester-based Hype. This acquisition includes an option to purchase the remaining 40% from current owner Sarjan Dulai, who took over the brand during a pre-pack administration in the previous year.
Hype, a well-known brand in kidswear and streetwear, has undergone a substantial reset in the past 18 months. Notably, co-founders Liam Green and Bav Samani exited the company, and significant improvements have been made. Under the leadership of CEO Mike Thompson, the company has reduced its stock keeping units from over 1,500 to around 500, enhancing operational performance and efficiency.
The collaboration with Apparel Brands is poised to open new business-to-business avenues and optimise the supply chain through economies of scale. Hype’s inclusion in Apparel Brands’ diverse portfolio provides the brand with enhanced brand-building capabilities and increased market leverage.
CEO Mike Thompson expressed optimism about expanding Hype’s international presence, citing demand in regions such as the Gulf Cooperation Council and India. The brand is looking to strengthen its pre-book and variable order book system to further its international B2B portfolio over the next two to three years.
Apparel Brands’ CEO, Peter Wood, highlighted the strategic vision of positioning Hype at the forefront of children’s and family fashion. He emphasised the brand’s potential to cater to everyday wear and various occasions, aiming to continue Hype’s legacy as a powerhouse in youth fashion and accessories.
The acquisition marks a pivotal step for Hype and Apparel Brands in broadening their market reach and operational capabilities.
