Boohoo is launching an online marketplace, which is reportedly going live this week. Boohoo Brands will feature up to 200 labels in fashion, lifestyle, and beauty. It will be powered by Mirakl’s ecommerce software.

Like Asos, another well-known fashion pure player from the United Kingdom, Boohoo is facing declining revenues. Brexit, which has increased barriers for international buyers, pressure on British consumer spending, and the rapid rise of Chinese fashion players like Shein are among the challenges Boohoo is facing.

Revenue down, significant losses

In its last fiscal year, ending in February, the group’s revenue decreased by 17 percent to 1.46 billion pounds. The losses are significant. Boohoo is the latest in a series of clothing sellers from the United Kingdom, including Asos and Superdry, to have approached banks to help renegotiate debt.

Boohoo Brands

With a marketplace strategy, the Manchester-based company is now trying to turn the tide. Boohoo Brands’ offerings include accessories from Alexander McQueen, Balenciaga, Gucci, and Valentino, clothing from Off White and Urban Bliss, footwear from Puma, and Crocs, as well as beauty products from L’Oréal Paris and Garnier.

Among others, Gucci, Crocs, and L’Oréal are participating.

Boohoo Brands will start with 150 to 200 labels and is onboarding more weekly, the company said, as it aims to become “a one-stop destination for all fashion, beauty, and lifestyle needs”.

‘Enhancing the shopper experience’

James Blacklock, chief product officer at Boohoo.com, stated: “This initiative reflects our commitment to providing our customers with diverse and high-quality options, all in one convenient place. By partnering with some of the most complementary brands, we’re enhancing the shopping experience and ensuring that Boohoo.com remains a leading destination for UK consumers.”

Mirakl

The new marketplace runs on software from Mirakl, the rapidly growing French marketplace solution provider. Mirakl was also the technology partner behind the marketplace of Debenhams, which was acquired by Boohoo Group in 2021.