Boohoo announces its debut pop-up shop enabling shoppers to buy in person for the first time

Online fashion giant Boohoo has announced an in-person pop-up experience in the UK's capital city, showcasing the brand’s spring collection.

Targeting Gen Z consumers, the pop-up will be open for two days only, 25-26 March 2023, at 6-10 Great Portland Street, London, W1W 8QL.

The debut pop-up shop will showcase the latest spring collection – from best-selling tracksuits to bodycon dresses – enabling consumers to purchase Boohoo in-person for the first time.

The retail space will also be home to an array of experiences and services including personal styling sessions with stylist Georgie Gray. These one-on-one sessions allow shoppers to receive professional advice for styling curated looks. What’s more, the space features a beauty corner, which will offer blow drys and brow treatments.

Founded in Manchester in 2006, Boohoo is part of the Boohoo Group, which now includes major names such as Pretty Little Thing, Dorothy Perkins, Warehouse, Oasis, Karen Millen and Debenhams among others.

The group has hoovered up a number of fallen high street brands in recent years and converted them into online-only entities, so a brief move into bricks and mortar is something of an unusual move. However fellow Boohoo Group brand Pretty Little Thing is set to open a physical space in Central London next month (also on Great Portland Street), which will act as a showroom, office space and content creator hub.

Boohoo Group rode the wave of a spike in demand for online shopping during the pandemic but the company reported revenues were down by 11% in the four months ending 31 December 2022, saying its performance was heavily impacted by delivery delays due to postal strikes.

This latest news from the brand follows Boohoo Group's announcement of  its new growth share plan in an effort to drive long-term sustainable growth and rebuild shareholder value.