Boohoo to push button on German site

Boohoo will compete alongside rivals Asos and Zalando

BOOHOO, the British online fashion retailer that floated in March, is pushing into Germany with a dedicated website.

The launch – backed by a local marketing campaign – will see the firm compete in another key market alongside bigger rivals Asos and Zalando. It marks the company’s third foreign language website following the launch of a French portal in October and a Spanish site in May this year.

For Boohoo’s year to the end of February, international sales accounted for 35 per cent of its total turnover of £109.8 million.

In addition to the new site, the firm has added three further currencies – the Swedish krona, Danish krone and Norwegian krone.

This adds to the existing six currencies available – pounds sterling, euros, US dollars, Australian dollars, Canadian dollars and New Zealand dollars.

The company designs, sources and sells own-brand clothing, shoes and accessories to a core market of 14 to 35-year-olds.