Sales at Boohoo are rocketing after the online fashion group embraced plus-sized models and started selling the latest bodycon dresses, miniskirts and swimsuits in up to a size 26.
Boohoo co-founder Carol Kane said the company’s “fashion for all” approach had fuelled growth at the group, which also owns the PrettyLittleThing (PLT) online brand. “We’ve taken a bodycon dress and put it on a size 10 model next to a size 20 [model],” she explained. “We want to get across that, whatever your body shape, you can wear the same dress.”
While established high street fashion names like Topshop, New Look and Monsoon are in retreat, business at Boohoo is booming.
Boohoo 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, and Nasty Gal brand names.