Hiut Denim Co., the jeans maker based in Cardigan, Wales, has appointed Leeds-based Growth Society, bringing together senior strategic and channel expertise to support and scale the brand’s next phase of ecommerce growth.
The ecommerce consultancy is partnering with the brand following its acquisition by EAAVL, a family-owned investment group based in Northern Germany. Johann von Loeper has been appointed CEO to lead the business forward.
Growth Society is supporting Hiut Denim across growth strategy, paid search and paid social. The focus is on building a structured, commercially aligned growth model spanning acquisition, measurement and forecasting, growing the brand’s existing loyal customer base.
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The engagement is led by a curated team of senior specialists with deep experience across premium ecommerce and fashion.
Strategist Matt Roffe brings 17 years’ experience across ecommerce and premium consumer brands, including the retail and fashion portfolio at THG Ingenuity, while other team members have experience including eight years leading search and analytics at END. Clothing, and managing paid social in-house at MATCHES FASHION.
Founded in 2011, Hiut Denim was born from a mission to bring jeans making back to Cardigan after the Dewhirst factory closed in 2002, ending 40 years of denim manufacturing in the town. The brand quickly established a global reputation for craftsmanship and sustainability, and has become one of the most respected independent denim labels in the world.
EAAVL, a German family investment group, initially became a minority shareholder in Hiut Denim in late 2024 before assuming full ownership of the business. The new owners have committed to maintaining Hiut’s base in Cardigan and continuing its founding mission of doing one thing exceptionally well.
Johann von Loeper, CEO, Hiut Denim Co., said: “We’re excited to be partnering with Growth Society as we take Hiut Denim into a new era. What stood out immediately was their ability to combine strategic thinking, a focus on profitability and senior expertise. The model feels neatly aligned to where Hiut is today and where we want to go.”
Will Anderson, founder at Growth Society, added: “I’ve admired Hiut for a long time. It’s an enviable brand with a great product and a genuine purpose behind it. Visiting Johann and the team in Cardigan earlier this month only reinforced that. Our role now is to help align strategy, execution and performance in a way that supports sustainable long-term growth.”
