“We work with a whole spectrum of influencers, celebrities and wannabe bloggers"
Boohoo has reported a massive 97% increase in its pre-tax profits - which grew to £31m in the 12 months to the end of February.
The growth came as sales rose by 51% and the company took a controlling stake in PrettyLittleThing and Nasty Gal - two growing online fashion stores.
Neil Catto, Boohoo’s chief financial officer said that social media has played a huge role in fueling this growth:
"We work with a whole spectrum of influencers, celebrities and wannabe bloggers, all people with a presence online, and we work with them so they can spread the word about Boohoo. It goes likes wildfire on Instagram," he said.
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He did not comment on the amounts paid to social media stars to promote the brand, but he added that some need more encouragement than others:
"You can pay people to wear your clothes, or give them free clothes, [however] some are just interested in our fashion and will come along and have a pizza in our offices and put the range on Instagram."
Boohoo shares during the past 12 months
The British chain has enjoyed particularly strong international growth - sales in the US are up by 140%. That compares to the impressive 33% growth recorded in Britain.
The Manchester-based company's share price has trebled in the past year.