Boohoo Group has opened a new showroom in Soho, London, for its five core brands and partners.
Based on the ground floor of the fashion retailer’s Great Pulteney Street office, the space will be shared by its flagship labels Boohoo, Boohoo Man, PrettyLittleThing, Karen Millen and Debenhams, Drapers reported.
Karen Millen was the first brand to display its upcoming collection in the 6,700 sq ft showroom yesterday.
As well as being used to host product showcases for influencers, press, celebrities, stylists, influencers and brand partners, the space will be used to house internal meetings and activations.
The showroom features flexible work areas, dressing rooms, display wardrobes, a custom content space and a garden terrace.
Dividing walls in the space also enable it to be sectioned off for multiple activities and events to occur at the same time.
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The space replaces Boohoo’s former 3,500 sq ft showroom, which shut earlier in the year.
Boohoo is currently facing plummeting profits, fierce competition from Shein and a looming debt deadline.
The ecommerce giant recently revealed it was shutting its US distribution centre, which CEO John Lyttle insisted would be “a complete gamechanger” for the brand just a year after its opening.
The move is expected to cost Boohoo a minimum of £34m, according to analysts.
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