Boohoo announces international expansion

UK online fashion retailer boohoo.com has announced

that from the end of March it will sell its products to American, Canadian and Australian customers in their own currency.

The brand, which was named the fastest growing e-tailer in the UK by Internet Retailer, already provides its European customers with the ability to pay in Euros, and after a year of triple digit growth, the fashion brand stated that it was “putting into place its international strategy” and that it had “labelled these markets as key areas for expansion with more 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. We have ambitious growth plans and it is only common sense to make the purchasing process as easy as possible for our foreign customers," said Antony Eden, Head of Digital Marketing at Boohoo.

Manchester-based Boohoo, which launched in 2006, has more than two million womenswear customers globally, and last month it launched its first menswear collection. In 2011 the etailer achieved revenues of £24.5m and saw its pre-tax profits climb from £77,000 to £135,805.