The UK-based ‘Home of Sustainable Brands’ is using a Buy and Build strategy to become the leading force in the sustainable brand marketplace space.
London, 20th May 2025 - Generous APE has acquired peer platform The Revivas, adding 80 curated sustainable fashion brands to its own design-led ethical marketplace. The move kicks off a ‘Buy and Build’ plan to consolidate the fragmented sustainable retail market across the UK and Europe and become the leading online home of sustainable and purpose-driven lifestyle brands.
Founded in 2021 by CEO Hugo Empson, a serial entrepreneur recognised by Richard Branson for his innovation in ethical enterprise, and Chairman, David Empson, a retail veteran who led the launch of TU Clothing at Sainsbury’s and Miniclub at Boots, Generous APE is a curated marketplace championing over 250 premium sustainable brands across clothing, homeware, wellness and accessories.
With 35% of UK shoppers now buying with purpose, and sustainable retail forecasted to exceed £150billion, Generous APE offers independent brands a fully-automated, zero-stock marketplace as well as guidance, advisory support and access to retail opportunities. The brand’s commitment to both consumers and brand partners makes it a unique force in the sustainable retail world.
“Consumers increasingly demand style that matches their values; by bringing The Revivas into the fold we can serve them a broader, faster and more seamless offer. Our goal is to lead a new era of sustainable e-commerce that is profitable, scalable and genuinely impactful.”
Quote from Hugo Empson - Founder and CEO of Generous APE
“I’ve spent decades building retail brands and I’ve never seen momentum like the shift towards conscious shopping. This acquisition gives us the scale and credibility to set the pace."
Quote from David Empson - Chairman (ex Sainsbury's TU, Boots Miniclub)
“The Generous Ape team are deeply committed to sustainability, ethical practices, and supporting purpose-led brands. Together, we can create a more conscious and connected future for sustainable retail.”
Quote from Fulya Tuncer - Co-Founder of The Revivas
Investment
To support the integration of The Revivas and future acquisitions, Generous APE is actively raising £500,000 through an EIS-qualifying round. The raise, which represents 25% equity at a £2million valuation, will fund marketing, technology, and brand onboarding.
For more information, please contact:
Beth Catchpole, Senior Account Manager at Adia PR on 07743 151 377 or beth@adiapr.co.uk
About Generous APE
Generous APE (APE: Animals, People, Environment) is the counterculture to fast fashion, consciously curating sustainable style-led brands that share its values. The marketplace offers independent brands a fully-automated, zero-stock marketplace as well as guidance, advisory support and access to retail opportunities. 10 % of annual profits are donated to selected charities, underlining its commitment to its principles as well as profit, ensuring that every purchase has a purpose.
Hugo Empson, Founder and CEO, age 34 has been an entrepreneur since school, where he won an award by Richard Branson. He went on to create a series of successful events for clubs in Leeds and London, before launching Generous Ape in 2021.
David Empson, Chairman, has had a lifetime in the retailing sector, most notably he was in the management buy-out team of Adams Childrenswear from Philip Green. As Strategy and Business Development Director, he identified the opportunity to create Joint Ventures with retailers who wanted a clothing offer. He went on to launch Miniclub - the children’s clothing offering in Boots - and the clothing brand TU in Sainsbury’s. He later worked with Robbie Williams and launched his clothing offer Farrell in premium Department Stores around the world.
Shop now at www.generousape.com
