Manchester-based Apparel Brands has acquired a 60 per cent stake in Hype, with the option to purchase the remaining 4 per cent from current owner Sarjan Dulai. This acquisition follows Dulai’s buyout of Hype in a pre-pack administration 18 months ago. Earlier this year, Liam Green and Bav Samani, Co Founders, exited the business.
The brand Hype underwent a significant ‘reset’ over the past year, focusing on efficiency and adopting a streamlined stock model, highlights Mike Thompson, CEO. The company reduced its inventory from over 1,500 SKUs in April 2023 to around 500, resulting in improved performance.
Under the new leadership, Hype will benefit from supply chain optimisation and economies of scale, gaining leverage as part of a collective of six or seven brands, affirms Thompson. This integration will enhance the brand-building potential and operational efficiency of Hype.
Looking ahead, Hype plans to expand its physical retail presence. Its current partnerships include 60 M&S stores, 100 WH Smith locations, and 120 Deichmann stores, complemented by collaborations with major retailers such as Next, John Lewis, and Zalando. The brand aims to shift the business model to two-thirds pre-book orders and one-third variable, to strengthen its international B2B portfolio over the next two to three years, with growing interest from the GCC and India, Thompson notes.
Peter Wood, Founder and CEO, Apparel Brands, shares, Hype has been a cornerstone of youth fashion and accessories. The brand offers immense potential to build on this legacy. It aims to be the leading brand for kids and families and set fashion standards that both parents and children can trust.
