Fast fashion giants Asos and Boohoo have been battling it out for years, targeting a similar fashion-conscious consumer who wants new clothes and wants them now.

Beyond the garments themselves, however, the two companies’ rivalry has been brought to new heights over the course of the pandemic as more spending switched online, creating competition for market share both in the UK and abroad.

Moreover, the downfall of high street fashion stalwarts, including Arcadia’s stable of brands – Topshop, Topman, Miss Selfridge, Burton, Dorothy Perkins and Wallis – as well as Debenhams, Oasis and Warehouse, created a battleground for acquisitions.