Boohoo_Remain_SeparateBoohoo is trying to avoid confusion for its customers and keep the identities of its three brands separate from each other.

PrettyLittleThing was bought by Boohoo in December 2016 for £3.3m. Not long after this in February 2017, US etailer Nasty Gal was acquired along with all its customer databases and intellectual property rights for $20m (16m).

While speaking to Drapers, Carol Kane, joint chief executive of Boohoo said.

“We have three creative teams, three buying teams. They all have their own designers and marketing so we keep the labels all very separate,”

“The only thing that’s combined is the back end, warehousing and customer service. We don’t want to pull resources from any of the brands. The customer doesn’t know they are all under our umbrella – like they don’t know that Pull & Bear and Zara are both owned by Inditex.”

She also explained how there is a clear difference in the target customers of the brands: “Boohoo is for a younger shopper. Nasty Gal is a bit older, vintage inspired and more edgy. PrettyLittleThing is full on dressing up and sassy,”

Nasty Gal’s primary following is in the US, but the appetite of UK shoppers is now being gradually tested with a step by step approach being applied over the next 12 months. 1,200 style pieces have already been added online in the UK from the 400 that it started with.