Boohoo.Com PLC (LON:BOO) is striving to keep the identities of its three brands separate so as not to confuse customers, its joint chief executive Carol Kane has told Drapers.
The Manchester-based retailer bought PrettyLittleThing – which was founded by Umar Kamani, the son of Kane’s co-chief executive, Mahmud Kamani – in December 2016 for £3.3m.
In February 2017, the group then completed a deal to buy the intellectual property rights and customer databases for US etailer Nasty Gal for $20m (£16m).
We have three creative teams, three buying teams. They all have their own designers and marketing so we keep the labels all very separate, said Kane.
The only thing that’s combined is the back end, warehousing and customer service. We don’t want to pull resources from any of the brands. The customer doesn’t know they are all under our umbrella – like they don’t know that Pull & Bear and Zara are both owned by Inditex.
