Kids fashion brand sold as expansion plans revealed

Leicester kidswear brand Hype has been sold to Apparel Brands.

The deal comes 18 months after Hype was sold out of administration, saving 82 jobs.

By leveraging Hype’s established popularity with younger audiences, Apparel Brands says it has plans to expand its reach to offer “stylish, functional and affordable” options for children.

Former Sports Direct licensing chief Peter Wood founded the business with Ama Singh in Manchester in 2017 taking on the licence for leisure slacks brand Farah. 

Other fashion brands they manage and own include Bench and Nicce.

Wood said: “Hype has long been a powerhouse in youth fashion and accessories and we see an incredible opportunity to build on the brand’s legacy. We have a clear focus on becoming the leading brand for kids and families. Hype will be at the forefront of fashion that parents and children can rely on—whether it’s for everyday wear, back-to-school essentials, or any other occasion.”

Mike Thompson, CEO of Hype, 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. Our vision is to become the go-to brand for families, offering not just fashion, but an entire lifestyle that is fun, accessible, and affordable for everyone.

“This year’s back-to-school season has been a tremendous success for Hype, and our presence on the high street played a significant role in that. Apparel Brands is eager to build on this momentum, expanding our reach in key retail locations while continuing to grow our presence across online platforms. The high street remains a key part of our strategy as we look to strengthen the brand’s accessibility and connection with families.”

Under the ownership of ABL Brands, Hype says it is shifting its focus to cater to a broader audience, with a particular emphasis on offering “trendy and practical” products for children, teens and their families.