Marketplaces continue to be the channel of choice for major-name retailers and the latest to join the fray is Debenhams Group’s boohooMAN. It has unveiled its new Brand Locker marketplace with 560+ brands.
Described as the “ultimate lifestyle destination”, the company said the platform “transforms menswear shopping with [a] curated mix of streetwear, activewear, nutrition, and lifestyle products in one digital destination”.
The menswear brand’s entry into the marketplace arena follows sister brands boohoo and Debenhams successfully debuting their own marketplaces.
In this case, boohooMAN said Brand Locker “creates a comprehensive lifestyle ecosystem that extends far beyond traditional fashion boundaries”.
It has launched with 563 brands across complementary categories including streetwear, activewear, footwear, accessories, nutrition, and fitness equipment. Key brand partners include Kurt Geiger, Threadbare, Brave Soul, Cernucci, Tokyo Laundry, Urban Classics, Applied Nutrition, and Science in Sport.
It’s particularly interesting that it features a pre-owned category, including authenticated luxury items such as pre-owned Rolex watches, “catering to growing consumer interest in unique and premium pieces”. That’s a key development given the wider boohoo label’s origins in the fast-fashion segment.
The company said Brand Locker has been “strategically developed around six key customer personas”. They include Gen Z tastemakers, the fashion-forward man next door, active lifestyle enthusiasts, nightlife lovers, skaters, and streetwear collectors.
Samir Kamani, boohooMAN’s founder and CEO, said the company has taken “a revolutionary approach to how people shop today. We’ve created a digital locker room where customers can access everything from the latest streetwear drops to sports nutrition, from skate brands to pre-loved luxury watches. It’s a one-stop destination built around the diverse lifestyles of our customers; whether they’re hitting the gym, hanging out, or heading out for the night.
“The name ‘Brand Locker’ reflects our vision of creating a personal space where customers can discover and access all their favourite brands in one place. Just like a locker holds everything you need, our marketplace brings together the complete lifestyle offering our customers are looking for.”
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