Boohoo acquires women's pureplay fashion brand MissPap

“MissPap is a brand with great potential which can leverage the group’s expertise. This acquisition further strengthens our multi brand platform, representing an exciting opportunity to accelerate our offering to our ever-growing range of customers globally,” said John Lyttle, chief executive officer of Boohoo in a press release.

Misspap uses a strong online presence to build relationships with its shoppers. Its Instagram account has 1 million followers, featuring celebrities wearing its clothing and customers who use its popular #misspapped hashtag. The brand has achieved strong recognition within its addressable markets having collaborated with influencers and reality stars who promote the brand across social channels.

Founded in Manchester in 2006, Boohoo started life as Boohoo.com, an inclusive and innovative brand targeting young, value-orientated customers. For over 12 years, Boohoo has been pushing boundaries to bring its customers up-to-date and inspirational fashion, 24/7. Boohoo has grown rapidly in the UK and internationally, expanding its offering with range extensions into menswear through Boohooman.

In early 2017 the group extended its customer offering through the acquisitions of the vibrant fashion brand PrettyLittleThing, and free-thinking brand Nasty Gal. United by a shared customer value proposition, Boohoo’s brands design, source, market and sell great quality clothes, shoes and accessories at unbeatable prices. This investment proposition has helped Boohoo grow from a single brand, into a major multi-brand online retailer, leading the fashion e-commerce market for 16 to 30-year-olds around the world. Today the Boohoo group sells to over 11 million customer accounts across all its brands around the world. (PC)

Fibre2Fashion News Desk – India