Boohoo
Online fast-fashion retailer for young, value-oriented consumers.
| Date | Investors | Amount | Round |
|---|---|---|---|
| N/A | €0.0 | round | |
| investor | €0.0 | round | |
| N/A | €0.0 | round | |
* | N/A | Post IPO Debt | |
| Total Funding | 000k | ||
Boohoo Group PLC is a UK-based online fashion retail group, primarily targeting consumers aged 16 to 30. The company was founded in Manchester in 2006 by Mahmud Kamani and Carol Kane. Kamani, whose family had a background in sourcing garments for high-street brands like Primark and New Look, and Kane, a fashion designer, aimed to sell directly to consumers online, cutting out the middleman. They started in a warehouse with just three employees and have since grown into a major player in the fast-fashion industry.
The group operates a multi-brand platform, which includes its flagship Boohoo brand, BoohooMAN, PrettyLittleThing, Nasty Gal, and MissPap. Its business model is centered on a test-and-repeat strategy, using an agile supply chain to quickly bring trendy items to market at affordable prices. This online-only approach, combined with savvy digital and influencer marketing on platforms like Instagram and TikTok, has been central to its growth. Revenue is generated through the direct sale of its fashion products via its websites and mobile apps.
A key part of Boohoo's growth strategy has involved the acquisition of the intellectual property and online operations of several struggling high-street brands. Notable acquisitions include Karen Millen, Coast, Oasis, Warehouse, Dorothy Perkins, Wallis, Burton, and the Debenhams brand, which it is transforming into a digital department store and marketplace. This has allowed Boohoo to diversify its portfolio, broaden its market appeal, and expand into new categories like beauty and home goods. In March 2025, Boohoo Group announced it would rebrand to Debenhams Group to reflect the new marketplace-led business model being extended across the company.
Keywords: online fashion, fast fashion, e-commerce, apparel, Gen Z, millennial, digital retail, clothing, multi-brand platform, influencer marketing, Debenhams, PrettyLittleThing, Nasty Gal, BoohooMAN, Karen Millen, UK fashion, affordable fashion, social media marketing, direct-to-consumer, fashion acquisition, supply chain, retail technology, digital marketplace