What: Boohoo has launched a new online marketplace, Boohoo Brands, featuring over 150 fashion, beauty, and lifestyle brands.

Why it is important: This initiative is a strategic move by Boohoo to enhance its product offerings and improve customer experience, aiming to regain market share and recover from significant financial losses due to challenging market conditions.

Boohoo has unveiled Boohoo Brands, an online marketplace hosting over 150 well-known brands, including Revolution Beauty, L’Oréal Paris, Ray-Ban, Marc Jacobs, and Michael Kors. This launch aims to position Boohoo as a comprehensive shopping destination, leveraging its network to onboard and maintain strong relationships with new and existing brands. This development follows the Debenhams marketplace launch, also powered by Mirakl. Boohoo's chief product officer, James Blacklock, highlighted the company's commitment to providing diverse, high-quality products in one place. The launch comes as Boohoo strives to recover from a GBP 160m loss caused by inflation and declining sales, with additional efforts to boost social commerce through influencer partnerships.

Boohoo launches marketplace featuring over 150 brands