Boohoo
Debenhams Group (legally Boohoo Group plc) · United Kingdom
Boohoo is a British online fast fashion brand founded in Manchester in 2006 by Mahmud Kamani and Carol Kane. It is one of the youth brands of Debenhams Group, as the former Boohoo Group has traded since March 2025. Boohoo helped define the online-only, social media driven model of UK fast fashion.
| Founded | 2006 |
|---|---|
| Founders | Mahmud Kamani, Carol Kane |
| Owner | Debenhams Group (formerly Boohoo Group) |
| Headquarters | Manchester, United Kingdom |
| Group chief executive | Dan Finley (since 2024) |
| Channel | Online only |
| Website | boohoo.com |
What is Boohoo?
Boohoo is an online retailer of low-priced, trend-led clothing, shoes and accessories aimed mainly at 16 to 30 year olds. It sells through its own website and app, with menswear offered under the MAN label. The brand belongs to Debenhams Group, which groups it with PrettyLittleThing as its youth brands alongside Debenhams and Karen Millen.
History
Mahmud Kamani and Carol Kane founded Boohoo in 2006, building on the Kamani family's background in clothing wholesale. The company listed in London in 2014 and expanded through acquisitions, including a majority stake in PrettyLittleThing in 2017, Nasty Gal, the online businesses of Karen Millen and Coast, and former Arcadia brands including Burton, Wallis and Dorothy Perkins in 2021, the same year it bought the Debenhams brand.
In March 2025 the group rebranded as Debenhams Group, although its legal name remains Boohoo Group plc after shareholder Frasers Group voted against the change. Dan Finley has been group chief executive since November 2024, and Mahmud Kamani is executive chair.
Products and positioning
Boohoo targets young, price-conscious shoppers with a very wide and quickly refreshed range:
- Womenswear including dresses, going-out wear and basics
- Menswear under boohooMAN, now branded MAN
- Shoes and accessories
- Size-inclusive ranges
Business model and distribution
Boohoo has traditionally bought in small batches of a few hundred units and placed repeat orders for lines that sell, supported by a significant UK supplier base. Its main distribution centre is in Burnley. Debenhams Group is now moving towards a capital-light marketplace model in which partner brands sell on its platforms and the group earns commission.
Why it matters
Boohoo was one of the defining success stories of online fast fashion in the 2010s and is now a test case for how such businesses adapt to slower growth, competition from Shein and Temu, and scrutiny of supply chain practices. Group revenue fell 12% to £790.3 million in the year to February 2025, according to FashionUnited.
Frequently asked questions
Who owns Boohoo?
Boohoo belongs to Debenhams Group, the listed company formerly known as Boohoo Group, whose legal name remains Boohoo Group plc. Co-founder Mahmud Kamani is executive chair and Dan Finley is group chief executive.
Is Boohoo the same company as Debenhams?
Yes, in corporate terms. Boohoo Group bought the Debenhams brand in 2021 and renamed itself Debenhams Group in March 2025, with Boohoo continuing as one of its youth brands.