Oasis Fashion

What Oasis Fashion does

Oasis Fashion is a UK-based, primarily digital retailer of women's fashion, beauty, and accessories, founded in 1991 and headquartered in London. The brand operates as a subsidiary within Boohoo Group following Boohoo's 2021 acquisition of the Debenhams brand portfolio after Debenhams' collapse, and sits alongside other Boohoo-owned heritage labels including Dorothy Perkins, Wallis, Coast, Burton, Misspap, Warehouse, and Nasty Gal. The product catalog centers on women's clothing, with dresses (midi, maxi, mini, occasion, bridesmaid, floral, lace) as a flagship category, expanded into men's clothing, home goods, beauty, holiday shop, and a dedicated Oasis Wedding sub-brand. Inclusive sizing (Petite, Plus Size, Tall, Maternity) and bridal-and-occasion verticals are emphasized, alongside signature florals and art-inspired prints as the design language. The oasisfashion.com storefront also functions as a multi-brand aggregator, listing third-party labels such as Coast, Dorothy Perkins, Wallis, Monsoon, Phase Eight, and Adrianna Papell.

The underlying technology is a standard direct-to-consumer e-commerce platform with a built-in visual search feature that allows customers to upload or frame an image to retrieve similar catalog products via computer vision. The business model is one-time transactional retail: customers purchase apparel and accessories at listed prices, with free standard delivery on UK orders over £49 and buy-now-pay-later options through Klarna and ClearPay. Customer acquisition is digital-first — email newsletter, mobile app (iOS and Android), organic social, and student discount partnerships with Student Beans and UNiDAYS — with seasonal promotional events (e.g., up to 75% off summer sale, summer essentials priced £25 and under) driving traffic. Gift cards provide a secondary deferred-revenue stream. Operating geography is essentially UK-domestic (labeled Europe regional / GBR country), with no disclosed international expansion. Revenue figures are not publicly disclosed.

Name

Oasis Fashion

Legal name

Oasis

Website

https://oasis-stores.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Oasis Fashion is a UK-based direct-to-consumer retailer of women's fashion, dresses, occasion wear, beauty, and accessories, founded in 1991 and now operated as a sub-brand within Boohoo Group's heritage portfolio.

Ownership category

akta.pro rank

Product category

Women's Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Women's fashion retail
• Dresses and clothing
• Beauty and accessories
• Wedding occasion wear
• Multi-brand apparel

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Retail Sales: Primary revenue stream from direct merchandise sales of women's fashion, beauty, and accessories through the e-commerce platform. One-time transaction-based purchases at listed retail prices.
2. Gift Cards: Sale of gift cards providing deferred revenue and customer acquisition through gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Oasis Fashion is a UK women's fashion retailer that designs, sources, and sells its own branded apparel (with dresses as the flagship category) alongside curated multi-brand partner ranges. The company also offers shoes, accessories, beauty products, men's clothing, homeware, and dedicated bridal and wedding guest collections, sold direct-to-consumer through its owned website (oasisfashion.com) and mobile app, supported by visual search, buy-now-pay-later payment options, and inclusive sizing across Petite, Plus Size, Tall, and Maternity fits.

Product overview

Oasis Fashion is a UK-based women's fashion, beauty, and accessories retailer operating as part of the Debenhams group under Boohoo Group. The product portfolio centers on Oasis-branded women's clothing, with dresses as a flagship category, complemented by shoes, accessories, beauty products, wedding wear, men's clothing, home goods, and holiday/travel collections. The offering also includes size-inclusive Shop by Fit collections (Petite, Plus Size, Tall) and seasonal collections. Oasis functions as both a fashion brand and multi-brand retailer, selling partner brands including Coast, Dorothy Perkins, Wallis, Goddiva, Monsoon, Phase Eight, and others alongside its own merchandise. The company operates a digital-first model with delivery services (Deliver+, Unlimited Delivery) and multiple payment options, while offering visual search capabilities for product discovery.

Differentiator

Problem solved

Functional benefit

Brands

• Oasis Atelier: Premium designer collaboration line featuring elevated feminine designs
• Oasis Wedding

Products and services

• Oasis Women's Clothing Primary women's fashion assortment including dresses, tops, skirts, jumpsuits, jackets, coats, jeans, knitwear, trousers, tailoring, shorts, swimwear, nightwear, and lingerie across styles, fits, and occasions.
• Oasis Dresses Extensive dress collection including mini, midi, maxi, occasion, evening, casual, wedding guest, bridesmaid, prom, floral, lace, and skater dresses in various lengths and styles.
• Oasis Shoes & Accessories Footwear (heels, sandals, ballet pumps, flats, wedges, trainers, loafers, boots, wide fit) and accessories (handbags, shoulder bags, cross body bags, hats, belts, jewellery, hair accessories, watches, scarves).
• Oasis Beauty Beauty range featuring fragrance (perfume, eau de parfum, gift sets), makeup (face, eyes, lashes, lips, brushes), skincare (moisturisers, serums, cleansers, eye care, face masks), bodycare, beauty electricals, and hair styling products.
• Oasis Wedding Comprehensive bridal and wedding guest offerings including bridal wear, bridesmaid dresses, mother of the bride outfits, wedding guest dresses, bridal shoes and accessories, groomsmen suits, and wedding accessories.
• Oasis Men's Clothing Men's fashion range including suits, coats, jackets, shirts, jeans, knitwear, trousers, polo shirts, t-shirts, shorts, formal shirts, ties, pocket squares, belts, underwear, and shoes.
• Oasis Home Homeware and furniture including bedding, duvets, pillows, furniture, garden furniture, sofas, chairs, dining sets, shelving, candles, diffusers, cookware, kitchenware, tableware, glassware, and electrical appliances (fans, coffee machines, air fryers).
• Oasis Gift Cards Oasis-branded gift cards that can be redeemed across the product catalog, supporting gifting-driven customer acquisition and deferred revenue.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

One partnership is on record.

• Boohoo GroupcoreStrategic or Co-development PartnerParent company overseeing Oasis Fashion along with other fashion brands including Debenhams, Dorothy Perkins, Wallis, Coast, Burton, Misspap, Warehouse, and Nastygal. Oasis operates under the Boohoo Group corporate umbrella providing shared infrastructure, logistics, and brand portfolio synergies.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Karen Millen: UK heritage womenswear brand known for occasion dresses, tailoring and elevated everyday pieces. Closely comparable to Oasis on signature dress-led assortment, occasion wear focus and mid-market positioning.
• ASOS: UK-headquartered online fashion retailer targeting 20-something women with a broad own-brand and third-party marketplace. ASOS directly competes with Oasis on womenswear, dresses, occasion wear and inclusive sizing, and operates a comparable digital-first, multi-brand model.
• Reiss: UK contemporary fashion brand with strong dress, tailoring and occasionwear lines. Competes with Oasis on occasion dresses and versatile wardrobe pieces for similar mid-market professional female customers.
• PrettyLittleThing: Sister brand to Oasis within Boohoo Group, targeting trend-driven young women with dresses, occasion and going-out wear. Directly comparable in customer demographic, price point and category emphasis on dresses and partywear.
• Phase Eight: UK women's brand specialising in dresses, occasionwear and bridal-adjacent ranges. Phase Eight is already sold through the Oasis marketplace, and the two share comparable customer, occasion-anchored product strategy and inclusive sizing approach.
• Warehouse: UK contemporary womenswear label also part of the Boohoo Group portfolio and sold on Oasis. Comparable on dresses-led assortment, mid-market price point and digital-first distribution.
• Whistles: UK contemporary womenswear brand offering elevated everyday and occasion pieces at a slightly premium tier. Comparable customer demographic and product positioning to Oasis's signature elevated feminine, dress-up-and-down aesthetic.
• Coast: UK occasionwear and bridesmaid brand now part of Boohoo Group and retailed on Oasis's site. Directly comparable as a sister-brand competitor on dresses, wedding guest and bridesmaid occasion categories.
• Monsoon: UK heritage womenswear and accessories brand with strong occasion and event-led ranges. Already retailed on the Oasis site, Monsoon is comparable on customer demographic, occasionwear emphasis and accessory-led bundling.

Broad incumbents

• Boohoo: Boohoo Group's flagship brand and Oasis's parent, operating a much broader fast-fashion womenswear and menswear assortment globally. Comparable as a UK digital-first apparel platform overlapping Oasis's core customer and category mix, but at significantly larger scale and younger demographic skew.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/OasisFashion
• Facebookfacebook.com/oasisfashions
• LinkedInlinkedin.com/company/oasis-fashion

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oasis Fashion