Global fashion e-tailer Boohoo has launched its ‘boohoo brands’ marketplace. The new platform will host a curated edit of fashion, lifestyle, and beauty brands, “allowing consumers to shop directly on boohoo.com”, it said.

Launching with 150 key brands, it “aims to be a one-stop destination for all fashion, beauty, and lifestyle needs”. 

Customers will have access to accessories from Ray-Ban, Marc Jacobs, and Michael Kors and beauty brands such as Revolution Beauty, L’Oréal Paris and Garnier.

Chief Product Officer, James Blacklock, said: “This initiative reflects our commitment to providing our customers with diverse and high-quality options, all in one convenient place. By partnering with some of the most complementary brands, we’re enhancing the shopping experience and ensuring that boohoo.com remains a leading destination for UK consumers.”

He added that the marketplace “allows boohoo to leverage its vast network and technological prowess to quickly onboard new brands and maintain robust relationships with existing partners. 

“By integrating these diverse brands, boohoo aims to cater to the evolving demands of modern consumers, providing a seamless shopping experience that combines variety and quality.”

The launch of the marketplace follows boohoo’s earlier acquisition of Debenhams, “a strategic move to capture incremental growth opportunities amid the accelerating shift to online retail”. 

By utilising the Mirakl Marketplace Platform, the same technology that powered the s launch of the Debenhams marketplace, “boohoo ensures a swift and efficient integration of new brands, with around 200 new suppliers already onboarded and more joining weekly”, it noted.