is diversifying with the launch of BoohooMAN.
The online retailer launched in 2006, aimed at fashion conscious women. This autumn it launches its first in-house collection aimed at men, which has been a year in the making.
Menswear designer Shane Chin said: “Menswear has become more fashion-focused and boohooMAN echoes that change. It is an exciting time to be part of the boohoo brand. The focus has been around creating key wardrobe staples, but at the same time offering a broad spectrum of product at really great prices.”
The new collection is accompanied by new social media channels dedicated to menswear, bespoke content which underlies customer emails and in-house magazine Stylefix.
Owner and chief executive Mahmud Kamani said: "boohoo has experienced rapid growth both in the UK and internationally. As the company has expanded, so has the customer base and boohooMAN is the next natural step for the brand.”