Online fashion retailer Boohoo has invested in a new product lifecycle management (PLM) system to give the business total control of the product development process.

The company, which recently acquired Nasty Gal, has selected the Visual Next End2End suite to harmonise the third party arm of the business. Boohoo will utilise Visual Next's PLM, enterprise resource planning (ERP), sales force automation (SFA), and business intelligence (BI) tools to give the wider business access and visibility, as well as control of its processes.

Implementation will enable Boohoo's business processes to be completely streamlined, and all current manual processes eliminated. The company says Visual PLM will give its business total control of the product development process, while Visual ERP and Visual BI will provide real-time reporting and statistics. Additionally, Visual SFA will allow the company's sales team to view and create real-time orders via web browser, enabling them to react to demand far more robustly and confidently.

Boohoo is a global brand, selling fashion aimed at the 16 year to 30 year-old demographic. Dispatching to over 100 countries, Boohoo releases around 100 new products daily. Founded in 2006, it acquired Nasty Gal in 2017.

"Visual Next will offer the business a standardised model and a way of operating to protect the bottom line as well as introduce a system that will foster greater productivity, giving the wider team the correct set of tools to deliver on the overall direction the business is taking," says Dudley George, Boohoo's director of wholesale.