• Boohoo launches standalone menswear site
  • The etailer plans to capitalise on evolving market

Fashion etailer Boohoo.com has launched a dedicated menswear site as it looks to capitalise on the evolving menswear market.

The sister site, Boohooman.com, will sell clothing, footwear and accessories aimed exclusively at “trend-led, price-conscious” 16-to-24-year-old men.

Boohoo marketing director Richard Clark said: “As the market continues to evolve it felt like a natural progression to introduce a dedicated site for Boohooman.com.”

Clark said he has observed a shift in menswear buying habits that has proven beneficial for the Boohoo brand as men “begin to embrace fashion trends and move away from the safety net”.

“Now we have the opportunity to tailor the offer and the content we serve up to the menswear customer, making their shopping experience more personalised and engaging,” he added.

Boohoo revealed plans last month to extend its head office space in order to “support the company’s growth ambitions”. The etailer reported a 45% overall sales rise in the four months to December 31, with group sales totalling £73.6m.

The Boohooman collection is available online from today.