British fast-fashion retailer Boohoo will be repositioning itself to create more sustainable future growth by moving to a cutting-edge automated UK-fulfillment model to service customers in the United States. This means it will no longer rely on its 1.1 million-square-foot distribution center in Pennsylvania that was opened in August 2023. The property will be subleased and managed by a third party, effective after activity ceases on November 11.
The plan comes with the intent to increase the routes it takes to market, which will enable it to diversify its offerings for the U.S. market, including via the introduction of Nasty Gal in Nordstrom locations and potentially other large U.S. brands. The plan has been tested and has proven to be a more effective way to expand product diversity and availability to U.S. customers, increasing it from the 60 percent of styles that were previously available.
