Boohoo has relaunched Burton, Dorothy Perkins, and Wallis as digital only brands, just three months after purchasing them.

The online fashion retailer acquired the brands from Arcadia’s administrator Deloitte for £25.3 million in February after the company fell into administration in November 2020.

The deal did not include the three brands’ 214 brick-and-mortar stores, which permanently closed, resulting in around 2,450 job losses.

The news comes after Boohoo appointed Mitch Hughes, previously managing director of Topman, as managing director of its Dorothy Perkins, Wallis and Burton brands.

Boohoo’s digital implementation partner for the relaunch was Astound Commerce.
Boohoo said Astound’s system enables it to launch new websites within weeks, by using the same core code base as Boohoo’s central platform.

Boohoo has enjoyed strong growth during the pandemic and announced a pre-tax profit increase of 35 per cent to £1.2 billion earlier this month.

The retailer has also been active in terms of other acquisitions, and has purchased the Warehouse, Oasis, Debenhams brands in just the past year.

“Our business requires us to adapt to the constantly shifting needs of its customers whilst staying competitive in a growing market,” said Laura McKellar, head of technology, digital, online innovation and marketing at Boohoo. “All too often technology can be the main bottleneck to growth.”

He added: “Our partnership with Astound has been crucial to our ability to achieve the pace required to keep up with its ever-evolving business needs, as evidenced by the speed and agility with which we have collaboratively launched these three new sites.”

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