Boohoo.com
PBT £6.27m Dividend nil
I suspect Charli XCX may not mean much to most readers of this column, but the singer-songwriter has a following of 2.5 million Facebook fans and is very popular with the sort of youngsters who buy their clothes online from boohoo.com. She is the latest such celebrity to be hired to promote the company.
It is the loyalty of this customer base and the company’s ability to reach them by means of social media that goes some way — only some way — to justifying the multiple at which the shares trade. This multiple was considerably higher when the company floated on the Alternative Investment Market in March last year at 50p.
A profit warning in January blamed the previous