Boohoo expands to the Middle East

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Boohoo expands to the Middle East
It is not clear if any of Boohoo's stable of fascias will be available in the Middle East, given the website domain will be mena.boohoo.com.
// Boohoo to launch dedicated online store for the Middle East next week
// The expansion will cater shoppers in Saudi Arabia, the UAE, Qatar, Kuwait, Oman, Bahrain and Jordan

Boohoo has announced the launch of a dedicated ecommerce platform for the Middle East, whereby it will serve seven countries mostly focused around the Gulf region.

Boohoo said its expansion into the Arab world aims to further tap into its regional audience with an exclusive website that caters to Saudi Arabia, the UAE, Qatar, Kuwait, Oman, Bahrain and Jordan.

The website is set to launch next week on September 23, and will feature Boohoo’s range of womenswear, menswear, activewear, footwear, accessories and beauty.


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Boohoo will also roll out a shopable mobile app alongside the launch of the seven dedicated ecommerce platforms.

The online fashion retailer will also be supported by a dedicated Instagram page, @boohoomena, for the region.

Founded in 2006 in Manchester, Boohoo has grown to become one of the biggest online fashion retailers, with millions of followers on social media and several prolific celebrity endorsements.

Its stable of online fashion stores, other than Boohoo itself, includes PrettyLittleThing, MissPap and Nasty Gal.

In the past year Boohoo has acquired Karen Millen, Coast and Oasis & Warehouse.

It is not clear if any of its fascias will be available in the Middle East, given the website domain it will use is at mena.boohoo.com.

To mark the launch though, Boohoo will roll out a series of exclusive collections and collaborations, designed in partnership with leading regional personalities to engage with its Middle Eastern audience.

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