The terms of the transaction were not disclosed

The terms of the transaction were not disclosed

British fast-fashion wholesale importer and supplier Whispering Smith has acquired urban fashion brand Good For Nothing (GFN) as part of its continued brand portfolio expansion.

Manchester-based Whispering Smith owns and distributes young fashion brand Brave Soul, as well as white label clothing to high street and e-commerce brands worldwide. 

GFN, meanwhile, was created ten years ago by then 18-year-old student, Jack Mcleish. Today, the brand is sold through hundreds of high street and independent retailers, including Asos, Zalando and JD Sports. 

Despite the challenges of Covid-19, 2020 saw GFN grow its online sales by up to 100%. Under the umbrella of Whispering Smith, forecast sales for 2021 are GBP500,000 (US$679,632).

Such is demand for its directional, functional designs, GFN intends to roll out new womenswear collections online monthly, increasing its product range by around 100%. Other plans include continued acceleration of its popular outerwear and denim ranges, the launch of its new cotton jersey lines, and knitwear.

"Since day one, our USP has been about 'affordable luxury,' combining key trends, quality and affordability. I always believed passionately in the potential of GFN, which is why back in 2016, I turned to Whispering Smith for help with production and distribution," GFN managing director, Mcleish said.

"That relationship evolved naturally over the years, and in 2019 the decision to merge was a great opportunity to really push the brand further forward. Being under the umbrella of Whispering Smith has sky-rocketed the GFN from a successful, but relatively niche independent fashion label, to a recognisable, international high street presence.

"We've effectively grown the entire GFN infrastructure, along with our sourcing and distribution network, which has more than doubled since the merger."

As part of the merger, GFN's fulfilment and warehouse space will be relocated to Whispering Smith's 500 sq ft warehouse in Manchester, an investment that will significantly reduce overheads and allow it to reinvest into other key areas of the brand to stimulate further growth.

"In 2021 we look to scale up our online marketing combined with a larger and faster product offering across menswear and womenswear. Outerwear is a fundamental area for us, and we continue to elevate this category to become the 'go to' outerwear brand," Mcleish added.