'Thriving not just surviving': How the UK's fast-fashion giant is powering ahead of competitors during the coronavirus pandemic
it was "well-placed to continue to disrupt fashion markets around the world" after posting better-than-expected sales for the year ended February 2020.
"Our business is founded on our ability to be agile and flexible and it is at times like this when these abilities are tested," John Lyttle, the online retailer's chief executive said in a statement to investors. "I am proud of how our colleagues and business partners from around the world have responded to the challenges posed by this pandemic."
"Boohoo is not immune from the wider macro-economy but they are, arguably, more resilient," analysts at Jefferies said in a recent note to clients. Moreover, the online marketplace is poised to gain considerable market share during the lockdown and beyond, they said. Sales of the online fashion specialist were dwindling in the middle of March as a direct consequence of the COVID-19 outbreak, before performance improved in the last three weeks. The company has adapted its product range to include more leisurewear, athleisure, and nightwear.
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