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.