Fashion retailer Boohoo has announced the opening of its very first pop-up store in Central London on Great Portland Street.
The store opened on March 25 and 26 from 11 am to 5 pm, showcasing the latest collections and new arrivals, including a range of transitional pieces available in multiple sizes.
Additionally, customers will be able to enjoy a personal styling session with professional stylist Georgie Fray, who will offer expert advice for each look. The store will also feature a beauty corner where customers can opt for blow drys and brow treatments.
Boohoo is not the first fast fashion brand to test out the pop-up concept in the UK, following in the footsteps of Shein, which also hosted temporary stores in London last year.
This move comes as Boohoo looks to recover after issuing a profit warning in late September last year due to a challenging economic environment.
Nonetheless, the company is confident that it has a clear plan to improve its profitability and financial performance.
