British fast-fashion e-tailer Boohoo.com is re-creating famed Manchester nightclub Haçienda on Thursday in New York to promote the recent launch of its U.S. site. Set in a former firehouse on Lafayette Street, the one-night-only party is meant to evoke the rave and house music scene of the Eighties and Nineties that turned Haçienda into a legendary club venue. Among other claims to fame, Madonna played her first U.K. gig there in 1984.
Based in Manchester, Boohoo launched a U.S.-specific site in the fall and is gaining traction here with its wide-ranging selection of inexpensive, private-label styles for an 18- to 25-year-old target demographic, said co-chief executive officer Carol Kane. At any one time, the site offers 8,000 items, such as body-conscious dresses, denim, skirts and footwear, with 100 new choices added every day. The majority of its merchandise sells for between $20 and $50, with a higher-end Boohoo Boutique line offering more intricate designs and tailored styles that sell for up to $150.
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