Apparel Brands emerges as potential bidder for Russell & Bromley
As Russell & Bromley searches for a new owner, competition is intensifying, with reports suggesting that Manchester-based Apparel Brands is among the bidders for the British footwear retailer.
Founded in 1880 with the opening of its first store in Eastbourne, Russell & Bromley remains family-owned and is now led by fifth-generation chief executive Andrew Bromley. The 145-year-old brand operates 37 stores across the UK and employs more than 450 people. In recent years, it has been working to modernise its positioning and appeal to younger customers, appointing Daniel Beadsworth-Shaw as its first Creative Director.
Earlier this year, Russell & Bromley appointed Interpath to advise on raising new capital as part of its five-year turnaround strategy, internally known as ‘Re Boot’. A lack of success in securing additional funding has made a sale the most likely route forward.
NEXT is exploring a potential acquisition as part of its strategy to expand its portfolio of heritage brands. It remains unclear whether NEXT is considering a full acquisition of Russell & Bromley or a minority investment.
Meanwhile, according to The Times, Apparel Brands - the owner of fashion labels Bench, Nicce and Hype, as well as licensed products from Castore, Ed Hardy and Seafolly - has also emerged as a potential bidder.
Backed by private equity firm True since 2023, Apparel Brands grew sales from just over £36 million to £47 million in the year to mid-2025. The company has been acquisitive in recent years, developing brands and producing products sold to other retailers and wholesalers. Unlike NEXT, Apparel Brands does not operate its own stores, prompting speculation about the future of Russell & Bromley’s physical estate if it were to succeed in a purchase.
Another bidder reportedly in the mix is Auralis, led by Weird Fish CEO David Butler, which is said to be favoured by some members of the Bromley family. However, there is no guarantee that its bid will succeed.
With multiple parties now reportedly in the running, the next few months are expected to be pivotal for the historic British brand, whose stores and legacy have long been central to the high street.
