Our Vision & Strategy

Founded in Manchester in 2006, boohoo group is a fashion forward, inclusive and innovative business. The Group's brands are complementary, vibrant and scalable, delivering inspirational, on-trend fashion to our customers 24/7. The diversity of our brands, including the group's 5 core brands, boohoo, boohooMAN, PrettyLittleThing, Karen Millen and Debenhams, enable us to serve a broad customer base, globally, with a primary focus on the UK and US markets. Since its acquisition in 2021, Debenhams has been transformed from a retailer into a digital marketplace with a capital-light, low-risk operating model and a focus on fashion, beauty as well as home. Boohoo group is concentrated on driving sustainable, profitable growth with technology and automation increasing efficiency across the business.


We have developed a unique platform, through years of investment in technology and processes, supply chain relationships and with the know-how of a great team of people. This platform enables us to penetrate markets and expand rapidly, operating multiple brands as we progress with our ambition to lead the online fashion market.


Product is at the heart of what we do, our teams take inspiration from the latest trends from around the world, launching hundreds of new products daily. We operate with responsibility towards all stakeholders and take many steps to ensure our supply chain operates in a responsible and sustainable way.


Our people are the fabric of our business. We want everyone who works with us, directly or indirectly, to be treated fairly, to have the opportunity to realise their full potential and to be proud to be part of the boohoo family.


We will continue to deliver outstanding growth whilst ensuring we reduce our impact on the planet. We will not be able to solve all the challenges we face immediately. Instead we will focus on areas where we can have the biggest impact first and we will report our actions and results in an open and transparent way.


We will continue to add appeal and excitement by investing in the areas that our customers, our people, our suppliers and our stakeholders care about to deliver growth in a sustainable manner.