In the last three years, Montirex has grown from making around £15 million in revenue to a projected £141 million this year
13:32, 16 Apr 2025Updated 13:49, 16 Apr 2025
Montirex store in Liverpool One pictured co-founders Kieran Riddell-Austin and Daniel Yuen(Image: Colin Lane/Liverpool Echo)
Two friends from Liverpool have been named in one of the world’s most exclusive lists. In 2019, Daniel Yuen and Kieran Riddell-Austin launched a clothing brand that would go on to become a regional staple and one of the biggest brands to come from the city.
Daniel and Kieran are the mastermind team behind Montirex – a technical outdoor and sportswear brand. The colourful static t-shirts have gone down a storm with customers, becoming items you’d find in many men’s wardrobes.
In the last three years, Montirex has grown from making around £15 million in revenue to a projected £141 million this year, with no outside funding. Daniel and Kieran’s success has reached an extraordinary new level as they were both named in the Forbes 30 Under 30 list in the Europe Retail & Ecommerce category.
The list is comprised of the top young entrepreneurs, leaders and changemakers around the world, created by an alumni team of industry professionals and the public.
Montirex store in Liverpool One pictured co-founders Danny Yuen and Kieran Riddell-Austin. Photo by Colin Lane(Image: Colin Lane/Liverpool Echo)
Editors search for scale, impact and potential for success before passing the shortlist on to respective category experts including Italian billionaire and denim brand Diesel founder Renzo Russo, international pop star Sam Smith, Swedish supermodel Elsa Hosk.
They score candidates based on a variety of factors, including (but not limited to) funding, revenue, investors, stage, inventiveness and social impact. All finalists go through background checks.
Daniel and Kieran have joined the retail and ecommerce class champions, among 29 other entrepreneurs from the world of clothing, beauty, cocktails and lifestyle. Daniel acknowledged the achievement with only a few words: “Massive moment for us being included in the class of 2025.”
Last year, the pair launched their first physical store in Liverpool ONE – a milestone moment in Montirex’s journey. At the store, Danny told the ECHO: “Before Montirex I was an engineer and Kieran used to work in IT, but we’ve been best mates since we were about 10. We always knew we wanted to do something more and we didn’t always want to do the nine to fives.
Montirex store in Liverpool One pictured co-founders Kieran Riddell-Austin and Daniel Yuen(Image: Colin Lane/Liverpool Echo)
“We’ve always had a passion for sportswear and it’s been something we’ve always worn – we’ve always shopped in JD and places. We got together, played around with a few ideas and came up with Montirex.
“It was apparent that there was nothing in the market doing sportswear on a more local level. So we came together, came up with the idea and came up with the name. We started off with three t-shirts – it was quite slow at first – and then we carried on restocking.”
The friends say that things started to take off when they were approached by Footasylum. Kieran said: “We saw a massive uplift when we went into Footasylum and it was a great learning curve.
“We’d been spotted by them and they’d seen our designs everywhere. They approached us and asked if we wanted to go in the store. It massively helped us.”
Montirex store in Liverpool One pictured co-founders Danny Yuen and Kieran Riddell-Austin(Image: Colin Lane/Liverpool Echo)
Talking about the new shop, Daniel said: “Having the store is mad. Me and Kieran are in the thick of it every day and we don’t really have time to stop and think, so when we’ve come in here and seen what’s been put together by ourselves and the team – and our external partners – it’s unbelievable.”
In October, Montirex came to the aid of the Zoe’s Place fundraiser by donating a massive £105,596 which was raised by just 20 supporters. Their generosity was praised by ECHO readers including Antonia Lee said: “Most amazing lads, their mum, dad and family should be so proud. Proud to be a Scouser all for a good cause. Well done lads.”
Jacqueline Aird said: “Absolutely proper Scousers, total admiration and respect to you both.” Sabrina Oldham added: “Spending my money at these lads’ shop well done you have done your city so proud. Hope your business flourishes.”
Regarding plans for the future, Daniel told the ECHO: “We have aspirations to become one of the biggest sports brands in the world. We want to be competing with the likes of Nike, Under Armour – not only at a national level, which we are already – but at an international level.”