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Boohoo has nothing to cry about when talking U.S. growth

May 4, 2017

One U.K. retailer isn't spilling tears over its U.S. retail revenue achievement.

Boohoo, according to Digiday, is enjoying a 145-percent growth spike in U.S. sales for the financial year ended Feb. 28, and overall its revenue jumped 51 percent in the past year.

The report notes Boohoo created a spate of temporary experiential retail events and boosted social media this year, which led to the U.S. market growth.

"Our strategy [in the U.S.] is to spend assets on the physical, experiential and association," Natalie McGrath, vice president of U.S. marketing, told Digiday. "When the market is so cluttered, people want to be able to feel the product and know what the quality is like. It gets people over that first hurdle and reduces the barrier to purchase. It’s become part of our DNA."