Boohoo has revealed the top-selling styles from its landmark Australian collaboration: Boohoo x Hembrow.
The collaboration came as Boohoo Group revealed strong results for the year ended February 29.
Revenue for the eCommerce group grew 44% yoy to $2.4 billion, with a 51% growth in international sales.
Earnings before interest and tax were also up 50%, to $247.1 million.
With international revenue now 45% of total sales, the UK eCommerce giant has been collaborating with local influencers.
This includes Australian influencer powerhouses, the Hembrow sisters.
In an exclusive breakdown for ragtrader.com.au, Boohoo revealed dresses were the top-selling items from the collaboration.
They made up 29% of the style mix, followed by loungewear at 12%, jeans at 12% and athleisure at 10%.
Country manager Madeline George said the trends reflected a broader performance across the group.
"Athleisure, denim and loungewear segments have been selling well across the Boohoo site, likely because of increased time being spent at home due to Covid-19 social restrictions, overall the more casual items made up 78% sales mix and going out styles only 22% of the sales mix."
Despite this, dresses were still a hot favourite with consumers.
The individual items that were most popular were those worn by The Hembrow’s in the campaign video, the handbag with the words “CASH” written on it went absolutely nuts, which was featured in the campaign images.
"Consumers' response to Boohoo working with the Hembrow sisters was very positive, social results showed extremely high engagement on the Boohoo x Hembrow’s campaign video with an impressive amount of click through to site as a result," George said.