OVERSEAS IMPORTS: UK Fast Fashion Brand Boohoo Set For Lower Fifth Avenue Debut

Yet another fast-fashion chain from a faraway land is set to make its New York debut. UK based internet retailer Boohoo.com, has reportedly signed a lease for a 2,000 square foot store at 3 West 13th Street just off Fifth Avenue and a block away from Union Square. The 10-year-old site has become one of the fastest growing online retailers worldwide. Aimed at 16 to 24 year-old customers, it looks to be poised to take on chains like Forever 21 with trendy but wallet-friendly looks for high school and college-aged shoppers. Though not an enormous store, it is being designed to be "experiential" space that will also serve as an event space and presumably encourage shoppers to shop on their phones and mobile devices while they are there.

(NYPost)