The Small Cap Specialist ugly duckling or beautiful swan?

11/12/2013 · plc (BOO) 

Boohoo claims to be one of the UK’s leading online fashion retailers, offering “trend-led clothing at affordable prices.” With the Manchester based Group looking to IPO in the first quarter of 2014 we wanted to take a closer look at their offering. Rather than adopt a traditional City research approach and seek the views of a middle aged male analyst with little dress sense and little real interest in the product, we sought out the opinion of a typical Boohoo customer who has kindly offered her thoughts here:

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