German Investment Family Acquires Welsh Denim Manufacturer Hiut Denim
The von Loeper family, a German investment group, acquired the Cardigan-based jeans manufacturer Hiut Denim in September 2025. The company, founded in 2011 by David and Clare Hieatt to revive local denim-making skills, had been facing significant monthly financial losses. Johann von Loeper, who left a finance career in London to serve as CEO, is leading a new strategy to update the product collection and expand the brand's reach while committing to keep manufacturing in the small Welsh town. The firm currently employs 20 staff members and produces 120 pairs of jeans per week, with a focus on high-end, hand-stitched garments.
Key points
- The von Loeper family took over Hiut Denim in September 2025 after initially becoming minority shareholders in late 2024.
- Johann von Loeper, son of loyal customer Philipp von Loeper, has been appointed as the company's chief executive.
- The brand is currently undergoing a strategic shift to address monthly financial losses and modernize its product collection.
- Hiut Denim maintains a small-scale operation in Cardigan, Wales, employing 20 people and producing 120 pairs of jeans weekly.
- Management has identified a five-year window to train new craftspeople as current senior staff approach retirement.
What happened
In September 2025, the German von Loeper family investment group completed its takeover of Hiut Denim, a high-end jeans manufacturer based in Cardigan, Wales. The acquisition followed a period of financial instability for the company, which the new owners described as losing significant amounts of money each month prior to their intervention.
Johann von Loeper, 26, transitioned from a finance career in London to become the company's chief executive. The family, which typically invests in life sciences or agriculture, pursued the acquisition as a passion project after his father, Philipp, became a dedicated customer of the brand.
Context
Hiut Denim was established in 2011 by David and Clare Hieatt with the explicit goal of reviving the denim-manufacturing heritage of Cardigan, a town that previously hosted a large-scale jeans factory for Marks & Spencer. The company employs "grand masters"—highly skilled craftspeople with decades of experience—to produce hand-stitched jeans that retail between £245 and £350.
The company faces logistical challenges due to its remote location and the need to secure premium materials from international mills. Additionally, management is prioritizing the training of a new generation of workers to replace senior staff who are nearing retirement age.
What's next
The new ownership is focused on updating the brand's entire jeans collection and broadening its appeal to a wider demographic beyond the traditional 35-55 age group. Efforts to increase production capacity are underway, supported by the acquisition of new stockists such as the Liberty department store in London. The company also maintains a focus on its "made in Wales" identity and lifetime repair service.
Why it matters
The acquisition highlights the challenges of maintaining high-end, localized manufacturing in rural areas, balancing traditional craft skills with the need for modern financial sustainability and supply chain management.
