Hype and Platypus are set to diversify their product assortment, under the leadership of parent company Accent Group.
Accent Group purchased Hype for $105 million in 2016.
The Group plans to evolve the product assortments to best represent the target consumer segments of each of these banners.
In discussion with some of the Group’s largest brand partners, including Nike and adidas, Hype will extend its focus on the sneaker obsessed teen, working with the brands to launch new innovations, more quick-to-market product and the introduction of expanded assortments.
This will be supported by further investment in new emerging global brands like Veja, Golden Wolfe and Superga to service the fashion conscious consumer.
Platypus will strengthen its appeal with the street and fast fashion consumer, extending the product offering in brands including adidas, New Balance, Dr Martens, Tommy Hilfiger and Skechers.
The Platypus range will also include investment in a stronger mix of global vertical brands and products along with brands breaking into new trends.
The investment in street fast fashion will be supported by the emergence of an ever-growing action sports consumer, underpinned by distributed brand Vans and supported with increased focus and partnership with Nike on the SB range.