Boohoo Group Gets a Boost, Pretty Green Fades in a Challenging Market
LONDON — British retailers are rising, falling — and consolidating — in an increasingly brutal marketplace. Boohoo.com, the online fast-fashion retailer, said it has purchased the brand and intellectual property assets of the ailing online fashion site MissPap. Founded in 2015, MissPap wants its customers to be “always selfie-ready,” and offered clothing inspired by the catwalk, the street and celebrities. MissPap says its Instagram account has 1 million followers, including influencers and reality stars. In the U.K., to get “papped” means to be snapped by paparazzi, and the brand promotes itself on Instagram with the hashtag #MissPapped. The debt-ridden company had planned to appoint a liquidator before Boohoo swept in to purchase the brand name and intellectual property assets. John Lyttle, chief executive officer of Boohoo Group plc, said the MissPap brand has “great potential. This acquisition further strengthens our multibrand platform, representing an exciting opportunity to accelerate our offer to our ever-growing range of customers globally.” Inside the new Boohoo.com U.S. headquarters on Melrose Place. Boohoo Group is quoted on the London Stock Exchange and owns PrettyLittleThing and Nasty Gal. The company says its aim is to dominate the fashion e-commerce market for 16- to 30-year-olds. The group said it sells to more than 11
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