“The starting gun has been fired on the break-up of Boohoo,” said Russ Mould, investment director at AJ Bell.
“Selling Karen Millen and Debenhams is the obvious starting point, leaving Boohoo with a sharper focus on a younger target market.”
Retail analyst Catherine Shuttleworth added that fast-fashion firms were “under pressure” with shoppers thinking more sustainably and “making different choices”.
Boohoo bought Karen Millen for £18.2m in 2019 and three years ago it took on department store brand Debenhams for £55m.
“Acquired brands like Debenhams and Karen Millen, now purely online players, haven’t had the impact on shoppers that the business might have liked,” said Ms Shuttleworth.
Boohoo admitted on Friday that its youth brands were struggling, including boohoo.com, boohooMAN and PrettyLittleThing, but said it expected that to improve in the second half of its financial year.
Meanwhile, the company said its chief executive, John Lyttle, would be leaving. He joined the firm six years ago from Primark.
Under Mr Lyttle, the business has attempted to shift its image away from fast fashion. In 2021, he told the BBC that Boohoo was not a “throwaway fashion brand” and the firm was aiming to be more sustainable.
But in 2023, a BBC Panorama investigation found Boohoo had broken promises to make its clothes fairly and ethically. An undercover reporter saw evidence of staff pressuring suppliers to drive prices down, even after deals had been agreed.
Boohoo said at the time it had experienced significant cost inflation in the previous year and as costs had started to come down, it asked suppliers to reflect this in their pricing.
Earlier this year, the firm was found to have mislabelled some of its clothes, claiming they were made in the UK when they were actually made in South Asia. Boohoo said it was an isolated incident, which was down to a misinterpretation of labelling rules.
On Friday, the company reported that its sales had fallen by 15% to £620m for the six months to the end of August. Trade tumbled across the UK, the US and internationally.
Ms Shuttleworth added that the core Boohoo shopper had “grown up”.
“The generation behind is enjoying instore shopping and looking at alternative brands for inspiration,” she said.
