'Our strategic accelerated sale process enabled us to protect the value in the brand and the established online platform to improve realisation prospects. However, the investment in marketing to raise profile did not translate into revenue, as a result of public reduction in spending on non-essential items.”

Just Hype has a globally recognised brand presence, regularly collaborating with other established brands. Joint administrator Kelly Mitchell said: 'The business was adversely affected by the COVID pandemic, which was further compounded by the cost of living crisis. The company employs 82 staff, with all jobs having been secured following its acquisition. Just Hype will continue to trade online and through stockists under the new ownership, but its Carnaby Street store was closed prior to the appointment of the joint administrators. Quantuma CEO Carl Jackson and director Kelly Mitchell were appointed as joint administrators on March 31 2023, completing a sale of the business and its assets shortly afterwards. Samani added that the company had been left “exposed and unable to trade effectively” as a result of falling sales and the cost of living crisis. In addition, we had spent a considerable amount on advertising which although elevated the brand significantly left us heavily indebted.” Just Hype co-founder Bav Samani said: “As with many online retailers we expanded very aggressively during COVID and in the aftermath were left with a large stock overhang. The company’s issues were subsequently exacerbated by the cost of living crisis. The firm’s growth, however, was adversely impacted by the COVID-19 pandemic, falling sales leaving it with a large amount of excess stock. Many of its products included high-profile collaborations with brands including Coca-Cola, Disney and Star Wars. Its products were also stocked with some of the UK’s largest retailers, including Next, Sports Direct and John Lewis. It sold directly to consumers online and from its sole retail location on London’s Carnaby Street. Just Hype was founded in 2011 and primarily specialised in streetwear clothing for children and young people. The business, along with sister company Toatee Limited, has been jointly acquired by Lux360 and JHB2C Ltd after falling into administration last month. Leicester-based fashion brand Just Hype has been acquired out of administration.

Just hype clothing store