Boohoo names fashion director for acquired mid-market brands

By

Sandra Halliday

Published
Jul 8, 2021

Boohoo is continuing to ramp up its support for a basket of acquired brands and has named a new fashion director for the Karen Millen, Coast, Oasis and Warehouse labels it bought in recent years.

Lizzie Dawson takes up the post having previously been a consultant at Topshop and Topman, both of those former Arcadia brands also being under new ownership since their parent company’s failure.

She was global creative design director consultant at the womenswear and menswear retailers from last autumn until this February. Topshop and Topman are now owned by e-tail giant ASOS and she worked on the brands to create a new direction for them.

Before this, she spent three years at Urban Outfitters.

She now has the task of working some magic on the four Boohoo brands that became part of the group after the failure of their respective businesses both before and during the pandemic. 

They take in a wide womenswear offer ranging from mid-market-affordable to premium mid-market pricing and both casual and formal daywear to occasion dressing. Boohoo seems pleased with their development so far but clearly sees greater potential.

Boohoo Group has owned Karen Millen and Coast for nearly two years now and the one-year anniversary of its Oasis and warehouse buy is approaching. Jane Eskriett, the MD of the four brands, said Dawson’s “expertise and experience” will help the company accelerate its mid-market journey.