Boohoo

Fast-fashion etailer Boohoo was founded in 2006 by Mahmud Kamani and Carol Kane, who now act as group executive chair and executive director respectively, selling all own-label clothing, shoes and accessories. The Kamani family also own BoohooMan, PrettyLittleThing, NastyGal and MissPap – all fast-fashion brands aimed at 16-24-year-olds. Its value proposition sets it apart from competitors such as Missguided and Asos. In 2019, Boohoo purchased the online rights to Coast and Karen Millen in a pre-pack administration deal. The retailer aims to establish these brands with an older demographic than the standard Boohoo customer. The fashion etailer has plans to become a multi-brand retailer, but with its own brands rather than emulating Asos. Boohoo’s strategy is based on fast production, a high volume of SKUs, heavy discounting and regular promotions. It also uses influencer and celebrity tie-ups to promote products on social media. It has recorded rapid growth year on year with sales surpassing £1bn in 2019.

Boohoo

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