Dive Brief:
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Boohoo.com on May 22 will unveil a summer apparel collection collaborating with actress and model Stella Hudgens, Women’s Wear Daily reports.
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The online U.K. apparel retailer, which in February scooped up U.S. apparel company Nasty Gal for $20 million at a bankruptcy auction, has worked with other young celebrities for three other collections, most recently with model and Kylie Jenner pal Jordyn Woods.
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The capsule will feature some 40 to 60 pieces working off Hudgens’s boho festival style, including ready-to-wear, footwear, swimwear and accessories ranging from sizes 4 to 12, in prices ranging from $12 to $66, according to the report.
Dive Insight:
Boohoo, fresh off its purchase of Nasty Gal, the quirky apparel retailer that had many fans albeit many troubles, is moving assertively to widen its reach in the U.S. The company is pursuing growth outside Europe, including pop-up shops in New York.
The boohoo Group, which includes boohoo, boohooMAN and PrettyLittleThing, designs, sources, markets and sell clothing, shoes and accessories targeted at 16-24 year old consumers. The company has a strong presence in the UK, US, Ireland and Australia, and sells in more than 200 countries, according to its website.
Among its strategies for growth is the availability of its apparel in larger sizes. The online retailer boosts its customer experience through social media (a Stella Hudgens forte) and teen magazine-like content on its site that includes fashion advice and articles about brunch and music.
The 10-year-old discount fashion retailer earned $243 million in revenue in 2015, with profits of $19.6 million, reflecting a 42% increase over 2015, according to Business of Fashion. Its U.K. sales rose 38% in that time, while continental European sales rose 25%.