Investor Presentaiton

OUR BUSINESS MODEL BOOHOO GROUP PLC We have created a formidable suite of relationships and resources, and have combined this with our insight and understanding of changing consumer demands to build a business platform that delivers value to all our stakeholders. DELIVERING VALUE FOR ALL OUR STAKEHOLDERS RELATIONSHIPS AND RESOURCES RELATIONSHIPS Employees Our employees are our greatest asset, delivering a truly awesome package of skill and knowledge that enables us to tackle the most challenging feats Suppliers We have developed a comprehensive network of suppliers from all corners of the world and we continue to work with them to bring us the product and services that drive our success Customers and partners Our customers and partners are our life-blood. We engage, listen, learn, create and repeat successfully. Our partners help us reach customers globally HOW WE OPERATE We design, source, market and sell fashion clothing, shoes, accessories and beauty products to 16 to 45 year-old consumers globally. We implement a "test and repeat" model that brings the latest trends and fashion inspiration in a matter of days to our consumers across the world. Design and inspiration Our skilled designers and buyers have their fingers on the pulse of fashion around the world to spot the latest trends ANNUAL REPORT AND ACCOUNTS 2021 VALUE GENERATED FOR STAKEHOLDERS EMPLOYEES We provide our employees with the opportunity to develop their skills and experience in a dynamic business and give them a share in its success through share ownership plans and bonuses SUPPLIERS We operate with our suppliers in a transparent way and enable suppliers to participate in our success as we grow, and we work to improve factory standards where required RESOURCES Brands A portfolio of diverse brands, with a rich heritage and consumer loyalty, renewed and developed for today, enables us to grow market share Infrastructure We have invested millions in state-of-the-art, automated distribution centres and great office facilities for our talented teams Technology Our formidable technology platform comprises best-of- kind systems and enables us to operate a huge volume business with efficiency and accuracy Financial Financial resources from our shareholders have been boosted by retained profits that have enabled us to build a debt-free business with the capacity for investment and acquisitions Sourcing and production Buyers tap into a global network of approved suppliers to find the best mix of quality and price to deliver outstanding value to our customers Marketing and customer engagement We connect with our consumers through social media and innovative advertising, supported by influencers and celebrities, and through our engaging websites and apps, offering the customer the very best online shopping experience Engagement and repeat Sophisticated monitoring of marketing and product success enables us to respond rapidly to consumer demand and optimise customer reach Delivery and customer care Great customer service is provided by a comprehensive choice of delivery options, payment methods and a highly rated customer service centre takes care of the entire customer journey CUSTOMERS We provide our customers with great product and value at prices below those of the high street and with a service that is convenient and safe at home We COMMUNITY engage with the wider community through our charitable work, the Leicester Garment and Textile Workers' Trust, and through the provision of jobs in our offices and distribution centres that benefit the local area INVESTORS Investors have seen substantial capital growth as the share price has risen, along with the growth and profitability of the group PLANET We are determined to play our part in reducing the environmental impact of clothing and our operations through our greatly increased focus on sustainability 16 17 / STRATEGIC REPORT

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