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The Suffolk-based designer appeared heavily in Chantry Park and ran a pop-up store in Ipswich over the weekend in August last year.
The store attracted a lot of enthusiasts who covered the butter market to buy Sheeran and Hoax products.
According to the father-son duo Hoax, the company has had a successful year since last August.
Archie Carter, Director of Business Development, said, “I walk past other people and see them dressed in products that we promoted at the Chantry Park concert last year, so last summer’s collection.” And I think, “Oh, you got this at the concert.”
“I think at the local level, it helped us.”
MORE: A year later: your photos from Ed Sheeran’s Chantry Park concerts
Jason Carter, the company’s director, said, “As a brand, we take credit for the fact that Ed gave us visibility and we’ve had it in recent years, before he took a break.” The Divide tour was amazing. We had T-shirts on the tour as well as things from our own website.
“After the tour, I wasn’t sure that the interest in this aspect of our consumers would continue.But we had a very smart year without Ed representing us, just as such.”
After opening a pop-up store in the city with Ed, Hoax opened one on its own at Christmas, which they said was a “phenomenal success.”
“It’s an independent store,” Jason said. It’s fantastic. We had a very clever reaction from the public.”
But in March, when the pandemic hit, it was the company’s online store, which on the main street, developed.
Jason said: “We’re basically an online business.
“Obviously, we have local retailers at points of sale that have had to close, but fortunately we do the most of our online business.”
Hoax, however, had big plans for this year’s Suffolk Show, before canceling it.
MORE: Chantry Park to hold more primary concerts soon, council says
“This year we were going to have two places in Suffolk,” he said.”One will be in the retail segment of Fifth Avenue, where we are still, year after year.
“And then there would be a music place where we would bring artists.”
Although Covid-19 interrupted many events, the company diversified by generating beer throughout the Suffolk Calvors brewery.
“We recently announced the launch of our Hoax Punch pilsner,” Archie said.”Our plan to highlight this with all the events.”
However, the company plans to launch more beers with Calvors and said it has already heard from stores interested in storing them.
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