This online retailer just raised over $1 billion. Here's how it will spend some of it down under.
Boohoo.com, which recently listed on London's AIM market with a market capitalisation of 560 million pounds (over AU$1 billion), has confirmed it will now invest in more tailored Australian content.
Following the launch of its exclusive plus-size collection for sizes 16-24, Boohoo said it has begun to partner with select Australian stylists, celebrities and bloggers to contribute to its Stylefix Magazine.
“We have always known and believed that you have to deliver a level of localisation to succeed. Now we are building further on this by asking Australian stylists, celebrities and bloggers to contribute content to StyleFix to help us to launch our new plus ranging.”
Boohoo said the collaborative content will kick off in the second half of this year and is set to include style tips, shoots and interviews with Australian stylists, celebrities and bloggers.
The content will focus on working with Boohoo's “plus” offering, as well as the rest of its ranges.
Celebrity stylist Donny Galella and plus-size fashion blogger Danimezza have been revealed as the first couple of contributors.
Galella will also host styling sessions which will be featured on Boohoo social media as part of the new strategy to further localise content.
“We have worked with a number of great contributors in the past including Jess Dempsey from What Would Karl Do, to Donny Galella who will feature in our new Stylefix infomercial which is filmed especially for the Southern Hemisphere. We are still finalising our contributors for the rest of 2014 so you'll have to wait and see!”
In addition to Asos, Net-A-Porter and Shopbop, Boohoo has also identified Australia of one of its top five markets globally in terms of sales.