Iconic jean maker Hiut Demin Co looking to expand

It has appointed Growth Society to supports its next phase of e-commerce growth

Iconic jean maker Hiut Demin Co is embarking on a new growth strategy after its founders sold the business last year.

The Cardigan based venture, which was established by husband and wife team David and Clare Hieatt, was acquired by German family-owned investment group EAAVL.

The new owners have now appointed Leeds-based Growth Society to support its next phase of ecommerce growth, bringing together senior strategic and channel expertise to scale the brand.

Johann von Loeper has been appointed chief executive of Hiut Denim to lead the business forward.

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Growth Society is supporting Hiut Denim on building a structured, commercially aligned growth model spanning acquisition, measurement and forecasting, growing the brand’s existing loyal customer base.

The engagement is led by a curated team of senior specialists with experience across premium e-commerce and fashion.

Strategist Matt Roffe brings 17 years’ experience across e-commerce and premium consumer brands, including the retail and fashion portfolio at THG Ingenuity.

Founded in 2011, Hiut Denim was born from a mission to bring jean-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

Mr von Loepe 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, said: “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.”

Hiut Denim Co was founded in 2012 by the Hieatts to bring jean-making back to a town that had produced 35,000 pairs a week for 40 years before its factory closed in 2002.

Built on the philosophy of doing one thing well, Hiut makes premium jeans handcrafted by a team of specialist makers with over 10,000 hours of experience) using Japanese selvedge denim sourced from the Kuroki mill.