The Idle Man was launched in spring 2014 by Oliver Tezcan, a former Asos menswear buyer

The Idle Man was launched in spring 2014 by Oliver Tezcan, a former Asos menswear buyer

British fashion retailer the Oasis and Warehouse Group has taken its first step into menswear with the acquisition of online fashion brand The Idle Man.

The purchase will allow the UK high street fashion group to tap into the growing demand for fashionable menswear through what it says is a credible and well-established brand. The acquisition was made for an undisclosed sum.

Meanwhile, the Idle Man will have access to Oasis and Warehouse Group's wealth of knowledge and industry experience, as well as access to its established supply chain and infrastructure.

The Idle Man was launched in spring 2014 by Oliver Tezcan, a former menswear buyer for Asos. The brand prides itself on championing "style over fashion" by curating several men's brands as well as its own 'The Idle Man' range which has three labels: Idle Projects, the premium label; The Idle Man, the fashion label; and 'T.I.M', the basics label. All three are designed and sourced at its headquarters in London's Shoreditch.

Tezcan will continue to manage The Idle Man and will report directly to group CEO Hash Ladha.

"This is an exciting acquisition for us," Ladha says. "We can bring scale to The Idle Man's proposition as well as infrastructure support. The Idle Man's team will bring invaluable expertise to the group."

Tezcan adds: "Ever since The Idle Man was established in 2014, our premise of delivering a stylish, affordable and curated menswear offer has been at our core. Our pure-play and content creation strategies have already delivered a strong following. This is the start of a very exciting journey for us, we will now have a platform from which we can scale up, attract new customers and develop our own brand wholesale proposition and international business."

The acquisition comes just two years after Oasis and Warehouse owner Kaupthing called off a sale of the fashion chains, crediting a turnaround in performance thanks to investment in IT and digital.

Kaupthing, which acquired the three clothing brands in 2009 from Mosaic Fashions, invited banks to pitch for the businesses in October 2016 for a mandate to auction the retail assets in early 2017. The group operates around 750 stores, employing more than 6,000 workers.

Expert analysis

Global apparel markets: business update, September 2018

Global apparel markets: business update, September 2018

This report provides information, analysis and valuable insight into developments relating to the global apparel industry in the following categories: acquisitions, divestments and mergers; capacity e...read more