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ASOS and Boohoo in social media spat over socks

Lauretta Roberts
29 January 2021

While the directors of ASOS and Boohoo are engaged in "exclusive talks" to acquire the brands that made up Sir Philip Green's Arcadia business, their social teams have been engaged in a light-hearted Twitter spat over the use of ASOS socks in a Boohoo post.

The fun began when ASOS re-posted a Boohoo post pointing out that its smaller rival had used a pair of A505 socks in shoot and had apparently forgotten to Photoshop out its logo.

Boohoo replied with a post stating: "You'll only ever be an accessory @ASOS" and likened the London-based business to behaving like an ex-boyfriend you can't shake off.

ASOS escalated that row saying: "LOL ex for a reason. Don't make us bring up why we dropped you in the first place". It then promptly launched a discount code #putasockinit offering 20% of all socks (exclusions apply).

Boohoo confirmed this morning that it was in exclusive talks with Arcadia's administrators to acquire the Dorothy Perkins, Wallis and Burton brands and is believed to have offered £25m for them.

Meanwhile ASOS confirmed earlier this week that it was also in exclusive talks to acquire the flagship brands Topshop, Topman and Miss Selfridge and is said to have bid more than £250m for them. It may also take Topshop's flagship store at 214 Oxford Street.

Boohoo had been considered an early front-runner to land Topshop but fell back in the race as interest in acquiring the prize asset grew. On Monday it emerged as the surprise purchaser of Debenhams website and brand, in a deal that will result in all of the collapsed department store's shops closing.

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