Irvine Upstart Hypeach Boutique Making Waves

Online women’s retailer Hypeach Boutique is looking to boost its visibility and gain market share by swimming in the middle lane.
 
The Irvine-based company founded by Newport Beach husband-and-wife team Brian and Marlo Hovis launched their business last year just ahead of the pandemic. They built Hypeach on the premise of good quality, trendy assortments at fair pricing, coupled with a give-back component.
 
Hypeach sits in the middle ground for retailers, above fast-fashion brands such as Los Angeles-based Forever 21, but below the higher-priced merchandise mix of a company like Revolve Group Inc. (NYSE: RVLV) out of Cerritos.
 
Hypeach denim starts at under $50 for skirts and shorts, tops start at $28 and dresses start at around $35. There’s also swim, accessories and footwear sold on the company’s online shop. Recent launches include Hypeach Active, Hypeach Lounge and a collaboration with Miss California USA Nadia Mejia.
 
The couple told the Business Journal, “Hypeach differentiates by offering hand-selected apparel with consistent high quality, but offered at prices competitive with fast fashion brands.”
 
Each sale also seeds off a portion to GlobalGirl Media, a nonprofit focused on providing digital journalism skills to women from underserved communities between the ages of 14 and 22.  

Hypeach has also been quick to leverage affiliate marketing to build brand awareness in its first year. The company has a Style Ambassador program enlisting influencers to promote Hypeach and offering five different levels to earn commission.