Acquisitive Ashley snaps up online fashion retailer

Mike Ashley

Shirebrook-based Frasers Group has acquired the online fashion retailer I Saw it First.

In a statement, the company formerly known as Sports Direct said its new acquisition would “benefit from the strength and scale” of its platform.

Frasers Group added that I Saw it First will be integrated with another recently acquired business, women’s clothing retailer Missguided.

I Saw it First was established by Boohoo co-founder Jalal Kamani and has over 5 million customers, having rapidly grown in stature since its launch in 2017.

Around a month ago, Mike Ashley-led Frasers took a 28.7% stake in the Australian fashion marketplace MySale, which connects global buyers and sellers to Australian and New Zealand ecommerce sites.

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