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The Guardian - UK
The Guardian - UK
Business
Sarah Butler

Frasers snaps up I Saw It First as it builds online fashion portfolio

I Saw It First Frasers Missguided Studio Retail Frasers Group
Models wearing I Saw It First sitting on plane wing
The online UK-based clothing brand I Saw It First has more than 5 million shoppers. Photograph: I Saw It First

Mike Ashley’s Frasers Group has snapped up I Saw It First, its second acquisition of an online fast-fashion specialist in as many months.

The company said I Saw It First – which was founded and controlled by Jalal Kamani, brother of the Boohoo boss Mahmud Kamani, in 2017 – had more than 5 million shoppers and would “benefit from the strength and scale of Frasers Group’s platform”.

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