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BoohooMan has launched an online marketplace featuring more than 500 brands, as part of a wider shift by its parent company to a marketplace model.
Debenhams Group, which operates Boohooman, said the new platform – Brand Locker – currently lists 563 brands across activewear, streetwear, footwear, accessories, nutrition and fitness equipment. The marketplace is live on BoohooMan’s website.
Brands already available include Threadbare, Kurt Geiger, Brave Soul, Tokyo Laundry and Urban Classics.
A further 500 brands are expected to join, with five “priority” brands currently being onboarded, the company said.
The platform also features a pre-loved category offering authenticated luxury products, such as secondhand Rolex watches, which BoohooMan said meets “growing consumer demand for circular fashion options”.
Samir Kamani, chief executive of BoohooMan, said: “We’ve created a digital locker room where customers can access everything from the latest streetwear drops to sports nutrition, from skate brands to pre-loved luxury watches.
“It’s a one-stop destination built around the diverse lifestyles of our customers – whether they’re hitting the gym, the streets, or the club.”
In March, Debenhams Group chief executive Dan Finley outlined a turnaround strategy to shift the business to a marketplace model. Boohoo Group – which also owns PrettyLittleThing and Karen Millen – is now trading under the name Debenhams Group following a rebrand.
