Should I buy Boohoo stock in 2025?

What is Boohoo?

How much is the Boohoo stock?

The price of Boohoo stock is rising this week. As of now, Boohoo shares trade at 23.51 GBX, reflecting a 1.34% increase over the past 24 hours, though the weekly performance shows a decline of 32.87%. The company’s market capitalisation stands at £324.15 million, with an average three-month trading volume of 1.72 million shares.

Currently, Boohoo has no applicable P/E ratio due to ongoing losses, and does not pay a dividend (yield 0%). The stock’s beta is 1.39, indicating higher volatility than the broader market. Investors should be aware that Boohoo’s share price can experience significant swings, offering both potential opportunities and risks in today’s fast-changing retail landscape.

Our complete analysis of the Boohoo stock

After a comprehensive review of Boohoo Group PLC’s latest financial results and a close examination of its stock performance over the past three years, leveraging both traditional financial indicators and proprietary algorithmic analysis, a clear pattern emerges. Our research integrates technical signals, valuation metrics, market sentiment, and a comparative lens on the broader e-commerce and fast fashion sector. So, why might Boohoo stock once again become a strategic entry point into the digital retail sector as 2025 approaches?

Recent Performance and Market Context

Boohoo’s share price currently stands at 23.51 GBX as of 30 May 2025, showing a modest intraday uptick of +1.34%, but reflecting a 52-week decline of -32.36%. Over the past year, the stock has experienced significant volatility, trading within a range of 19.00 GBX to 39.48 GBX. Despite this correction, recent sessions have displayed increased resilience, with price stability emerging near support zones.

The macro backdrop for UK and European e-commerce is trending favourably entering the second half of 2025. Trends such as the continued digitalisation of retail, renewed consumer confidence as inflationary pressures ebb, and a generally accommodative monetary environment are all driving increased flows into fast fashion equities. Boohoo’s recent positive momentum coincides with a sector-wide rotation back into high-beta growth stocks, as investors hunt for compelling turnaround stories.

• The appointment of Dan Finley, a seasoned executive from Debenhams and JD Sports, as CEO in November 2024.
• The successful refinancing of £222 million, enhancing liquidity and financial flexibility.
• An upcoming Capital Markets Day in Q1 2025 that is expected to serve as a platform for detailed strategic updates—offering a potential re-rating catalyst.

This constructive combination of sector strength and company-specific inflection points repositions Boohoo as a candidate for renewed investor interest.

Technical Analysis

Momentum indicators and price structures point toward a bullish undercurrent for the stock. Technical analysis as of 30 May 2025 reveals the following:

• Relative Strength Index (RSI, 14-day): 71.70—signalling robust buying interest and positive sentiment, albeit nearing overbought territory. In the context of the recent base-building, this is seen as constructive rather than frothy.
• MACD (12,26,9): 0.34—an established buy signal, with short-term moving averages crossing above long-term averages.
• Moving Averages:
• MA20: 22.66 GBX
• MA50: 22.12 GBX
• MA100: 21.99 GBX
• MA200: 21.58 GBX
• All above-mentioned moving averages sit beneath the current price, confirming a bullish breakout pattern and upward momentum.
• Support and Resistance:
• Key support lies at 22.15 GBX (Fibonacci S2), acting as a reliable floor for accumulation.
• Resistance is situated at 24.13 GBX (Fibonacci R2), with a successful break above expected to trigger further short-covering and increased momentum trading.

Twelve buy signals from global moving average models reinforce a positive technical structure, suggesting that Boohoo may be entering a new bullish phase in the short to medium term.

Fundamental Analysis

Despite recent headline losses, the company’s underlying valuation and strategic actions present a compelling fundamental base for future gains. Current fundamentals are as follows:

• Financial Performance (FY24):
• Revenue fell to £1.46 billion, reflecting a transition phase, and net losses totalled £244.2 million. While these figures are below market expectations, they reflect a deliberate strategic reset rather than structural decline.
• Valuation Metrics:
• Price/Sales (P/S): 0.24x
• Price/Book (P/B): 2.17x
• Enterprise Value/Sales (EV/Sales): 0.43x
• These ratios place Boohoo amongst the most attractively valued global e-commerce peers, effectively discounting much of the near-term uncertainty and allowing for substantial upside if recovery initiatives gain traction.
• Structural Strengths:
• Boohoo’s brand portfolio—spanning Debenhams, Karen Millen, and Coast—offers recognised value and strong consumer recall.
• The company remains a leader in digital-first, multi-platform retailing, supported by a well-established e-commerce infrastructure and a loyal millennial and Gen Z customer base.
• Strategic digitalisation and operational optimisations, introduced under new leadership, are targeted at margin improvement and sustainable growth.

While losses have impacted recent sentiment, Boohoo’s foundation in innovative branding and digital market share positions the company favourably for a transitional rebound.

Volume and Liquidity

Liquidity indicators over the trailing 20 days highlight a daily trading volume of 1.72 million shares. This level of sustained turnover underlines the market’s continued engagement and provides ample liquidity for institutional and retail participants alike. A free float of approximately 571 million shares supports dynamic price discovery, with the relatively low institutional holding (just over 7%) leaving room for increased fund participation as confidence builds.

Robust volumes amid stabilising prices often serve as early confirmation of a reversal in selling pressure, facilitating efficient entry and exit points for both strategic and tactical investors.

Catalysts and Positive Outlook

A series of powerful catalysts are aligned to potentially drive Boohoo’s outperformance into 2025 and beyond:

• Leadership Reset: Dan Finley’s arrival, with his successful record at Debenhams and JD Sports, is expected to institutionalise operational excellence and unlock new strategic synergies.
• Strategic Review and Restructuring: The ongoing review of every business division, possible restructuring or demerger, and a high-profile Capital Markets Day (Q1 2025) could dramatically enhance transparency, value creation, and market sentiment.
• Financial Flexibility: The recent £222 million refinancing empowers management with the liquidity needed to fund digital transformation, inventory management, and targeted marketing efforts.
• Brand Portfolio Leverage: Ownership of renowned labels leaves Boohoo well-placed to capture consumer demand as fashion cycles normalise, and to withstand competitive pressure from fast-growing rivals like Shein.
• ESG Initiatives: Focused investments in ethical sourcing and sustainability are strengthening Boohoo’s corporate image and appeal to younger, values-driven consumers.

Macro tailwinds—such as a stabilising UK consumer, a shift back into growth stocks by global funds, and favourable regulatory clarity for digital retail—further bolster the overall context.

Investment Strategies

Multiple approaches could be applicable for investors seeking exposure to Boohoo at this juncture:

• Short-Term (swing traders, catalysts):
• Accumulation on technical pullbacks toward 22.15 GBX support may allow for tactical upside capture ahead of the Capital Markets Day.
• Entry ahead of scheduled corporate events or news could position holders to benefit from potential positive sentiment swings.
• Medium-Term (event-driven, restructuring):
• Participation as the company rolls out its revised strategic plan can allow investors to participate in the early re-rating phase.
• Medium-term holdings may benefit from momentum as new leadership articulates clearer financial and operational objectives.
• Long-Term (turnaround, growth resumption):
• Investors with tolerance for cyclical or recovery stories may find attractive entry points at a period of low valuation, below replacement cost for such a portfolio of digital brands.
• The expected normalisation of operating performance and a shift to free cash flow positivity in FY25 could underpin a meaningful secular re-rating.

Given the current price consolidation near technical lows and ahead of significant catalysts, Boohoo appears ideally positioned for investors considering both tactical and strategic allocations.

Is it the Right Time to Buy Boohoo?

In summary, Boohoo exhibits a rare convergence of deeply discounted valuation, strengthening technical momentum, and clear, actionable catalysts on the horizon. The company’s brand portfolio, digital infrastructure, and forthcoming strategic roadmap serve to justify renewed investor interest. Recent leadership changes and financial refinancings have reset the narrative and provided the resources required for a robust turnaround, while consistently high trading volumes reinforce the market’s confidence.

With technical indicators flashing “strong buy” and a series of corporate events set to unlock further value, the stock may be entering an exciting new bullish phase. For investors in Ireland seeking diversified exposure to disruptive European e-commerce and digital retail, Boohoo Group PLC seems to represent an excellent opportunity—backed by compelling fundamentals, robust positioning, and significant upside potential as the company executes its next chapter.

For those carefully weighing risk against reward, the current landscape makes a strong case for considering Boohoo as a strategic entry point, particularly as 2025 approaches and the market awaits tangible results from the ongoing transformation. Opportunity appears to knock as Boohoo sets the stage for potential resurgence in the dynamic fast fashion sector.

How to buy Boohoo stock in Ireland?

Buying shares of Boohoo Group online is both straightforward and secure when you use a regulated broker in Ireland or the EU. As an individual investor, you have two main ways to get exposure: purchasing shares outright ("spot buying" or cash buying), or trading Boohoo as a CFD (Contract for Difference), which lets you speculate on price movements with leverage. Both options are accessible through leading online trading platforms, each with its own advantages. To help you make the best choice for your situation, you'll find a detailed broker comparison further down the page.

Cash Buying

A cash purchase means buying Boohoo shares directly on the stock market, granting you ownership of the actual shares listed on the London Stock Exchange (AIM), denominated in GBP. Typically, Irish brokers charge a fixed commission per order (often between €4 and €10), sometimes with a modest currency conversion fee if you deposit in EUR or USD.

Important Example

Example with a $1,000 investment:
If Boohoo shares are priced at 23.51 GBX (or £0.2351 per share; approx. $0.30 at recent rates), your $1,000 (about £790) allows you to buy around 3,360 shares after accounting for a brokerage fee of about $5.
✔️ Gain Scenario:
If Boohoo's share price rises by 10%, your shares would be worth $1,100.
Result: +$100 gross gain, or a 10% return on your initial investment.

Trading via CFD

CFD trading lets you speculate on Boohoo’s price without owning the actual shares, using leverage that can boost both potential gains and risk. CFDs are popular for short- or medium-term trading. Instead of a commission, you typically pay a spread (the difference between buy and sell price) and an overnight financing fee if you keep positions open daily.

Important Example

Example with a $1,000 stake and 5x leverage:
You open a CFD position on Boohoo shares with 5x leverage, giving you exposure to $5,000 worth of stock.
✔️ Gain Scenario:
If Boohoo rises by 8%, your position returns 8% × 5 = 40%.
Result: +$400 gain on your $1,000 margin (excluding any fees or financing costs).

Final Advice

Before investing, it's essential to compare the fees, conditions, and protections offered by different brokers. Your costs and experience can vary widely depending on your choice of platform and the type of trade. Ultimately, the right option depends on your goals: cash buying suits long-term investors who want real shares, while CFDs offer flexible, leveraged trading for more experienced speculators. See the comparison table below to find the broker that matches your needs.

Our 7 tips for buying Boohoo stock

The latest news about Boohoo

Boohoo shares experienced a notable intraday rise of 1.34% on May 30, 2025, reflecting renewed investor interest. The company's stock closed at 23.51 GBX with trading volumes above the 20-day average, signaling improved sentiment following recent management changes and strategic updates. This uptick is especially relevant for Irish investors looking for opportunities on the London Stock Exchange, where Boohoo is actively traded and included in regional investment platforms accessible from Ireland.

The technical outlook for Boohoo transitioned to "Strong Buy" as technical indicators showed robust upward momentum. Latest signals highlight a 14-day RSI of 71.7 (indicating strong demand but nearing overbought territory) and a bullish MACD. All major moving averages (from MA20 to MA200) now show buy signals, suggesting ongoing price strength despite longer-term volatility. Such pronounced technical momentum can attract algorithmic and tactical traders in Ireland, interested in short- to medium-term gains within the diversified fast fashion sector.

Strategic shifts, including the appointment of new CEO Dan Finley, have fueled cautious optimism around the group’s turnaround potential. Finley’s leadership, marked by experience at Debenhams and JD Sports, is expected to bring operational discipline and explore value-creating options. A £222 million credit facility recently secured provides liquidity to support restructuring and strategic review initiatives. These developments are crucial for Irish institutional investors monitoring corporate governance and turnaround strategies among UK-listed retail groups with growing cross-border digital channels.

Boohoo’s strategic review, which includes consideration of a potential business split or divisional offloads, is proceeding ahead of the upcoming Capital Markets Day in Q1 2025. This review, paired with the brand's established portfolio (which includes pan-European names like Debenhams and Karen Millen), signals potential for enhanced focus and capital allocation. Irish analysts and investors may find these developments particularly pertinent given Debenhams' historic presence and brand recognition in Ireland, presenting prospects for future regional synergies if restructuring is successful.

Despite challenging financial results—such as a 17% year-on-year revenue drop and sustained losses—analyst consensus remains positive with a target price roughly 30% above current levels. Boohoo’s goal of achieving positive free cash flow in FY25 demonstrates a constructive management agenda, while its strong online platforms and loyal customer base offer resilience in fast fashion. With shares eligible for Irish retail investors through common investment schemes, and the group showing adaptability in an evolving retail environment, these factors collectively underpin the stock’s renewed attention despite sectoral headwinds.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.