Frasers Group PLC (LSE:FRAS) said it bought online fashion retailer I Saw It First for an undisclosed amount.
I Saw It First has grown rapidly since its launch in 2017 and has over 5mln consumers, according to the British retailing group.
A statement said I Saw It First will benefit from the strength and scale of Frasers Group's platform and from the access to Missguided, which the Sports Direct and Flannels owner acquired recently.
I Saw It First was owned by Boohoo co-founder Jalal Kamani.
Boohoo and Frasers Group are fierce competitors for high-street and online brands, especially ailing ones. They also fought for the website of Debenhams, which was acquired out of administration by Boohoo.
Frasers is forecasting profits of £450mln-£500mln for the new financial year, and a positive set of results from a fashion retailer is nothing short of a miracle given the current economic outlook.
The firm said it has been affected by inflationary pressures and supply chain disruption, with chief executive Michael Murray calling for reform of the UK’s "archaic business rates regime".
Earlier this year, Frasers Group bought a 29% stake in Australia's MySale fashion platform, as well as Studio Retail Group assets.