Having already seen Debenhams become a hugely successful marketplace since Boohoo acquired them in 2021 when the retailer collapsed, they are now set to launch Boohoo Brands on the Boohoo website. The Boohoo marketplace will focus on fashion, lifestyle, and beauty brands – while there is some cross-over with Debenhams, it’s unlikely Boohoo will spread into the Home product sets that Debenhams excel at.
The Boohoo marketplace is scheduled to launch with 150 brands and rather than being marketed as a marketplace will appear to consumers as Boohoo Brands. Make no mistake this is a marketplace though and will be powered by Mirakl, the same technology that Debenhams use.
We are incredibly excited to introduce Boohoo brands, our new marketplace offering that brings together a great selection of fashion, beauty, and lifestyle products. This initiative reflects our commitment to providing our customers with diverse and high-quality options, all in one convenient place. By partnering with some of the most complimentary brands, we’re enhancing the shopping experience and ensuring that boohoo remains a leading destination for UK consumers
– James Blacklock, Chief Product Officer, Boohoo
Boohoo Brands will be great news for cosmetics, beauty and fashion retailers as well as broadening Boohoo’s range of lifestyle products. There would appear to be very little reason for businesses already selling in these verticals on Debenhams not to list their inventory on Boohoo – probably the reason that some 150-200 partners are expected to be present at launch – way more than the recently launched Tesco marketplace which after a month boasts around 30 partners live on the site.
BooHoo brands will likely also grow partners at a faster rate then Tesco due to selecting Mirakl (Tesco opted for Marketplacer and is the only major brand in the UK to use that platform). Mirakl powers most of the retailer marketplaces in the UK, with ASOS, B&Q, Superdrug, H&M, Urban Outfitters and of course Debenhams all on the same platform.
