Samsung backs Leicester fashion brand Hype for future success
HYPE., the independent street label and international fashion retailer, has secured a major five-year services agreement with Samsung UK which will see the multinational conglomerate provide the design-led brand with all back office and logistics operations from the end of March 2018.
The strategic partnership, initiated by Samsung, represents a strong endorsement of HYPE.’s significant, international growth potential and allows the brand to focus on its core strengths of product design, sales and marketing.
Under the landmark agreement, Samsung will provide HYPE. with a 24/7 order management system, inventory purchasing, logistics support, warehousing and invoicing. Indirectly, the endorsement and support of Samsung is expected to bring additional benefits to HYPE., including but not limited to access to new potential retail partners, additional licensing opportunities and improved cash flow, aided by improved supplier payment terms.
HYPE. was launched in 2011 by founder and Creative Director Liam Green at the age of 17 years-old after winning a t-shirt design competition with a decorated image of Albert Einstein with ear stretchers and piercings and all. HYPE has since achieved year-on-year sales growth and now sells through more than 1,250 UK stockists and across 15 countries. The brand has built a following of famous fans including Jay-Z, 50 Cent, Cara Delevingne, Tom Hardy and Ellie Goulding.
Liam Green, co-founder and Creative Director of HYPE. said:
“The partnership with Samsung is a game changer for HYPE. as we drive towards becoming a truly global brand. In addition to providing HYPE. with first class logistics and back office support, Samsung’s global presence opens up a wealth of UK and international opportunities. This, in-turn allows us to focus on what we do best – creating and marketing forward thinking clothing and accessories for our ever-growing army of HYPE. family members.”