UK’s Just Hype plans China invasion

Fashion brand Just Hype, run by three friends in Leicester, in England’s East Midlands region, is planning 50 stores for China as part of an aggressive overseas expansion.

It already has five stores in Taiwan and is opening another branch on Hong Kong in six weeks.

Market share for the label has been boosted by having such celebrities as 50 Cent, Cara Delevingne and Jay-Z among its fans.

For its latest range, the brand has teamed up with Coca-Cola. Caps, shirts, t-shirts and dresses combine the iconic red-and-white beverage logo with Just Hype’s “urban edge” designs. The team is also working on a collaboration with Disney/Lucasfilm.

Established in 2011, Just Hype is run by co-directors and shareholders Liam Green, Bav Samani and Vin Patel. It sells through its own and third-party websites such as Asos and Zalando, as well as in 2500 stores in 32 countries, including House of Fraser, John Lewis, TopMan and Selfridges.

Samani says the company has turned over £24 million (US$31 million) in the past 18 months, and forecasts it will grow 25 per cent over the coming 18 months.

“We have lots of things going on right now,” he says. “We are pushing Asia and mainland Europe right now, and doing a deal in China for 50 Hype stores.

“Within the next two weeks the Hype website will be able to accept all major currencies.”

Just Hype is also working on a collection with MTV for its music awards in London, and is in talks to open a store in London’s Carnaby Street. It aims to grow its eight UK stores to 15 within the next 18 months.”

Samani says that about 20 per cent of turnover comes from its own website, which is supported by services such as free global shipping for order worth more than £60, and next-day delivery to the US from the UK via FedEx.

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