MissPap, which was founded in 2015 in the north west of England and has amassed strong online presence with over 1 million Instagram followers, will join Boohoo’s additional brands PrettyLittleThing and Nasty Gal.
The news comes after it was reported the owners of MissPap were considering bringing in administrators. Boohoo said MissPap is a fashion brand with a “strong visual identity, having amassed a core UK social following”.
John Lyttle, CEO of Boohoo group,said: “MissPap is a brand with great potential which can leverage the group’s expertise. This acquisition further strengthens our multi brand platform, representing an exciting opportunity to accelerate our offering to our ever-growing range of customers globally.”