Boohoo makes changes to its operations in the US market
Boohoo Group is to make changes to its operations in the US market as it looks to broaden its product offering for US customers and expand its routes to market.
In a statement, the parent company of fashion brands Boohoo and Pretty Little Thing said the move forms part of its strategy to reposition its business for sustainable and profitable growth.
Under the changes, Boohoo will no longer supply US customers from its distribution centre in Pennsylvania and will now fulfil orders directly from its UK facility in Sheffield.
The decision follows a successful trial of increasing the product range offered to US consumers by also fulfilling from the UK. Prior to this, customers in the country were only offered around 60% of the styles available in the UK.
Boohoo said the move will also result in a significant reduction in ongoing costs over the medium term
The company added: “The group remains excited about the opportunity in the US and has been developing wider routes-to-market strategies, the first of which is the recent launch of Nasty Gal in Nordstrom stores. The group is also in advanced talks with major US brands with regard to new routes to market for other brands within the group.”
