Hype has unveiled a new growth strategy which will focus on children and their families.
The streetwear inspired fashion brand said the plans included expanding its range into travel accessories, including luggage, duffel bags and toiletry bags.
Hype said it hoped the strategy would strengthen its position in the sector as a “go-to destination for stylish and functional accessories.”
Hype CEO Mike Thompson said: “We are thrilled to embark on this exciting new growth strategy, placing a strong emphasis on serving kids and families, while also expanding our product offerings into the travel category.
“Over the past 12 months, we’ve diligently honed in on understanding our customers’ desires and preferences. Now, we’re poised to pivot our direction and deliver on our findings.”
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He added: “We recognise that our brand identity has not always been clear through our products and market segmentation, and this has impacted our business.
“However, our primary focus moving forward is to cater to the needs and preferences of our customers. We aim to position Hype as a trusted brand for both fashion-forward individuals and families seeking reliable and stylish accessories.”
Earlier this month, Hype co-founders Liam Green and Bav Samani left the business less than a year after it was rescued in a pre-pack deal.
The retailer was acquired by Birmingham-based investor Sarjan Dulai in a pre-pack deal last April after falling sales and excess stock post-pandemic pushed the business into administration.
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