The Manchester-based company explained that the move was the next “natural step” following major growth in the UK and internationally. It follows a year’s planning from a dedicated team in Manchester.
“Menswear has become more fashion-focused and boohooMAN echoes that change. It is an exciting time to be part of the boohoo brand. The focus has been around creating key wardrobe staples, but at the same time offering a broad spectrum of product at really great prices,” explained menswear designer Shane Chin.
It has set up dedicated menswear social media channels, with content created specifically for each territory. This includes stories from in-house magazine Stylefix, which it says will allow customers to “fully engage with the brand and the boohooMAN on all levels.”
“As the company has expanded, so has the customer base and boohooMAN is the next natural step for the brand,” added owner and CEO Mahmud Kamani.