Boohoo acquires women’s fashion brand

Leading online fashion retailer, Boohoo group plc has completed the acquisition of the brand and intellectual property assets of women’s pureplay fashion brand MissPap. Founded in 2015, MissPap is a celebrity influenced and impulse led online brand with a strong visual identity. Based in the North West of England, MissPap’s core focus is the UK market.

“MissPap is a brand with great potential which can leverage the group’s expertise. This acquisition further strengthens our multi-brand platform, representing an exciting opportunity to accelerate our offering to our ever-growing range of customers globally,” said John Lyttle, CEO of Boohoo.

Misspap uses a strong online presence to build relationships with its shoppers. Its Instagram account has one million followers, featuring celebrities wearing its clothing and customers who use its popular #misspapped hashtag. The brand has achieved strong recognition within its addressable markets having collaborated with influencer and reality stars who promote the brand across social channels.