Young fashion etailer Boohoo will sell a capsule collection of around 100 items of womenswear through Asos.com from May.
Boohoo, which launched in 2006 and floated in March last year, said the deal would increase its brand awareness across the UK and international markets. The collection has been kept small for this initial trial, but could be extended.
Asos had 9.3 million active customers as of February 28 and has eight local language websites outside of the UK, in the US, France, Germany, Spain, Italy, Australia, Russia and China. In a trading statement earlier today, it revealed plans to enter new markets once its zonal pricing project is complete, which is expected to be in the next 18 months.
By comparison, Boohoo had 2.9 million active customers during the four months to December 31 and has three local language sites outside of the UK, in Germany, France and Spain.
The etailer issued a profit warning in January after heavy promotional activity on the high street hit sales growth, and said it would focus on improving conversions and profit margin in the following months.
The £10m extension to Boohoo’s distribution facility on the Heasandford Industrial Estate, Burnley, is now complete.