Where high street retailers are ailing, Boohoo – which also owns the popular labels Miss Pap, Nasty Gal, PrettyLittleThing and BoohooMan – has embarked on a ubiquitous and expensive marketing campaign.
It is thought to have spent around £80 million on celebrity endorsements in the last year, partnering with Paris Hilton, Kylie Jenner, and models Ashley Graham and Hailey Bieber. And it’s paying off: this year, total sales are at £857 million, a stratospheric rise for a company that, if the fairytale is to be believed, began life as a market stall in Manchester.
oohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, Nasty Gal & Miss Pap brand names.