Boohoo, a Manchester-based online fashion seller owned by Debenhams Group, received a €2.3m penalty from France’s directorate-general for competition, consumer affairs and fraud control. The French regulator’s investigation identified multiple deceptive practices in the retailer’s promotional activities and product descriptions.
Examination of the company’s promotions revealed significant issues with discount authenticity. Among the offers reviewed, 40% were determined not to represent actual price reductions, 7% involved discounts lower than advertised, and 48% constituted price increases rather than savings. Additionally, Boohoo was found to have violated French product labeling regulations by describing synthetic materials using terms such as “leather” or “suede,” misleading consumers about product composition.
A company representative attributed the problematic practices to a specific period from October 2023 to February 2024, when different management was in place, and stated the issues have since been addressed. The spokesperson indicated the company has cooperated with regulators and is reviewing its pricing and labeling procedures going forward.
This enforcement action follows a similar legal settlement in the United States approximately four years prior. Boohoo’s brands PrettyLittleThing and NastyGal agreed to resolve a $100m lawsuit in California alleging fraudulent promotional schemes spanning four to five years, though the company settled without admitting liability. The French fine reflects ongoing regulatory scrutiny of the retailer’s business practices across multiple jurisdictions.
Boohoo has faced substantial operational pressures in recent years, including increased competition from discount retailers, rising delivery and labor costs, and compliance demands related to packaging and textile waste management. The company’s reputation was further affected by 2020 reports documenting poor working conditions in Leicester factories supplying the brand.
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