BOOHOO’S TRICKS TO BOOST SALES

UPSTART Boohoo has reported a surge in profits as it attracted millions of internet followers to boost sales.

The online fashion retailer, which is aimed at 16-24 year olds, saw festival and holiday clothing fly off the shelves and it has had a solid start to its menswear site BoohooMan. Profits rocketed 129pc to £14.3m in the six months to August 31.

Part of the company’s marketing genius involves reaching out to its 2m followers via Instagram and collaborating with so-called influencers on social media. One such influencer is Jordyn Woods (pictured) – an LA socialite with an A-list friendship group that includes Kim Kardashian’s younger sister Kylie Jenner and Will Smith’s children Willow and Jaden. Carol Kane, co-chief executive of Boohoo said: ‘I met Jordyn back in March and we just hit it off.’

Sales at Boohoo increased internationally as well, with revenue rising 41pc in Europe and 93pc in the United States. The UK saw a 38pc rise.

Boohoo, which launched Boohoo Kids on Monday, has no plans to launch a range for older women.

Kane said: ‘I’m not sure that would be the right thing for us to do but time will tell. If the customer demands it, we will do it.’