BrandDirect UK is a strategic wholesale buying house operating across luxury and premium fashion. With over 20 years’ experience, we work with brands, distributors, approved buyers, and investment partners to manage inventory, distribution, and value recovery through controlled wholesale and private sales strategies.
Our business has evolved through direct market experience, from early-stage liquidation and surplus stock execution to principal wholesale buying, private sales campaigns, and international distribution. Today, we combine buying power, authentication, operational infrastructure, and market insight to support both brand-led inventory management and efficient clearance where required.
This approach allows us to operate with control and accountability at every stage, ensuring commercial outcomes are achieved without compromising brand positioning or primary distribution channels.
Our mission is to be a trusted, scalable wholesale distribution partner for the designer fashion industry, providing brands with a controlled and brand-safe route to market.
We work to ensure inventory is managed responsibly and strategically, balancing value recovery with long-term brand positioning. Through secure, trade-only relationships, we give retailers and bulk buyers access to verified designer stock, while maintaining the integrity of primary distribution channels.
AMS Tradings was founded by Adam Sweetingham in 2009. Established without external investment, the business began as a small-scale operation focused on identifying, structuring, and executing liquidation and surplus stock transactions within the wholesale market.
Today, BrandDirect UK operates internationally as a trusted wholesale buying and distribution partner, applying decades of experience to every relationship.
As Founder and CEO of BrandDirect UK, Adam leads overall strategy, deal structuring, and key commercial relationships. He works closely with brands, distributors, and buyers to design controlled wholesale and private sales solutions that balance speed, discretion, and long-term brand value, while maintaining alignment with wider market and brand objectives.
As Co-Founder and Chief Operations Officer of BrandDirect UK, Cem leads operational delivery, systems, and infrastructure. He brings extensive experience across national and international logistics, working closely with partners to ensure wholesale and private sales activity is executed efficiently, securely, and in line with distribution and brand requirements.
We operate with transparency and accountability at every stage of the supply chain, ensuring confidence and trust for both suppliers and buyers.
We prioritise reliable, repeatable supply and long-term partnerships, delivering dependable outcomes rather than one-off transactions.
All stock is verified, positioned appropriately, and handled with care, protecting brand value while reinforcing buyer confidence.