Online rug retailer Miss Amara has relaunched YP Threads, a brisbane-based party shirt business that went into liquidation in June, after acquiring it for an undisclosed sum.
The acquisition is somewhat unexpected, given Miss Amara targets a mostly female audience interested in interior design while YP Threads’ core customer is young men interested in partying.
The differences between the two brands are apparent on their respective Instagram pages, where Miss Amara’s page is almost entirely composed of soothing neutrals while YP Threads’ page features customers wearing its colourful party shirts often with a boozy beverage in hand.
But the two brands have one important thing in common, according to Alexandra Tanya, co-founder and chief experience officer at Miss Amara.
“The thing about Miss Amara is that we’re so focused on our community and YP Threads is the same. As soon as we went on their socials, we saw that customers have their own community and are sharing photos with each other organically,” Tanya told Inside Retail.
“They have a lot of the ingredients that we think make up a magical business.”
Over $20 million in revenue
YP Threads was started in 2016 by brothers Jake and James Kelder with the goal…
