Fast fashion retailer boohoo.com has opened its virtual doors to new international customers.
American, Canadian and Australian shoppers can now buy in their own currencies from the site, which already served European shoppers buying in euros. Boohoo says these markets are key areas for expansion for the brand, and that more are to follow.
"Like everyone in this market, we are always trying to stay up to date with the rate in which global ecommerce is changing,” said Antony Eden, head of digital marketing at boohoo. “We have ambitious growth plans and it is only common sense to make the purchasing process as easy as possible for our foreign customers."
The retailer says that its growth rate over the last year is running in triple digits.
Boohoo.com launched in 2006, offering clothing that reflects the latest catwalk and celebrity trends to a core market of fashion forward female shoppers. It recently launched a menswear section.
In expanding its overseas sales it joins a number of fashion brands including ASOS, Oasis, Warehouse and Boden who have seen opportunities for growth in new international markets.