Frasers Group acquires I Saw It First

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Frasers Group acquires I Saw It First

By Ross Henry Law

28/07/2022

Frasers Group (Frasers) has acquired the online fashion retailer I Saw It First (ISIF) for an undisclosed sum.

ISIF was launched by Jalal Kamani in 2017, who previously helped to co-found fashion retailer Boohoo with his brother Mahmud. ISIF has gone on to amass over five million consumers since its inception.

The acquisition will see the retailer benefit from the scale of Frasers’ platform. ISIF will also benefit from the integration with Missguided, which Frasers bought out of administration for £20 million last month.

At the time, Michael Muray, chief executive of Frasers Group, said: "Missguided's digital-first approach to the latest trends in women's fashion will bring additional expertise to the wider Frasers Group."

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