BOO

What BOO does

BOO (legal name: Công ty Cổ phần Thương mại Boo) is a privately held Vietnamese fashion retailer headquartered in Hanoi, operating since 2009. The company sells streetwear-inspired casual apparel and accessories for men and women through two primary channels: a Magento-based e-commerce storefront at boo.vn and a network of 8 physical retail stores located in tier-1 shopping malls across Hanoi, Quang Ninh, and Thanh Hoa. Product lines span the main BOO brand and multiple sub-brands including BOOLAAB (contemporary streetwear), BOOCORE (essentials), GRAPHIC (graphic prints), BOOZILLA (licensed character merchandise), and OOB (experimental designs), with sizing from XXS to XL and pricing from 149,000 VND to 1,699,000 VND.

The platform integrates several technology features beyond standard e-commerce: an AI-powered virtual try-on module (AI STUDIO / Ảnh thử đồ) built on FashnAPI, an NFT product management and declaration module, a loyalty points system, an affiliate/collaborator (Cộng tác viên) program with commission tracking, and a dedicated PoS system for in-store operations. BOO also operates BOOSHIRT (booshirt.vn) for B2B corporate uniform orders and BOOVIRONMENT (boovironment.boo.vn) as a sustainability-focused sub-brand. Marketing is conducted via Facebook, Instagram, YouTube, email newsletters, and seasonal sales events such as the End of Season Sale (EOSS), which can discount items up to 75%.

The business model is direct-to-consumer apparel retail with two revenue streams: (1) one-time sales of branded apparel and accessories through owned online and physical channels, and (2) commission-based revenue sharing through the affiliate/collaborator network. BOO targets fashion-conscious young Vietnamese consumers and serves a secondary enterprise segment through BOOSHIRT. The company is independently owned, with no disclosed venture capital, private equity backing, or institutional investors, and has filed 21 amendments to its business registration over its operating history, most recently in February 2025.

Name

BOO

Legal name

Công ty Cổ phần Thương mại Boo

Website

https://boo.vn

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

BOO is a privately held Vietnamese streetwear retailer selling casual apparel and accessories to young Vietnamese consumers through its boo.vn e-commerce platform and 8 physical stores in Hanoi, Quang Ninh, and Thanh Hoa, with multiple sub-brands and an AI virtual try-on feature.

Ownership category

akta.pro rank

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Apparel Retail: Revenue from direct sales of clothing and accessories through e-commerce website and physical retail stores. Products include t-shirts, polo shirts, hoodies, sweaters, pants, shorts, skirts, and accessories under multiple sub-brands.
2. Affiliate/Collaborator Program: Commission-based revenue sharing with registered collaborators who promote and sell BOO products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

BOO designs, sources, and retails Vietnamese streetwear-inspired casual apparel and accessories for men and women through a multi-brand platform including the main BOO label and sub-brands such as BOO LAAB, BOOCORE, BOOZILLA, GRAPHIC, and OOB. The company sells via its boo.vn e-commerce site and 8 physical stores across Vietnam, and offers custom corporate uniforms through a separate BOOSHIRT (booshirt.vn) service.

Product overview

BOO is a Vietnamese streetwear fashion brand offering a comprehensive multi-channel retail platform. The core offering consists of the main BOO brand plus multiple sub-brands: BOO LAAB (contemporary streetwear), BOOCORE (essentials), BOOZILLA (licensed merchandise), GRAPHIC (artistic prints), and OOB (experimental designs). The platform operates both online (boo.vn) and through 8 physical retail stores across Vietnam. Additional services include BOOSHIRT for custom uniforms, BOOVIRONMENT for sustainability initiatives, AI-powered virtual try-on through AI STUDIO, NFT product management, PoS retail operations, and an affiliate program. The company serves both B2C customers and B2B corporate uniform customers.

Differentiator

Problem solved

Functional benefit

Brands

• BOOVIRONMENT: Environmental sustainability initiative under the BOO brand, operated at boovironment.boo.vn
• BOOSHIRT
• BOOZILLA
• BOO LAAB
• BOOCORE
• GRAPHIC
• ESSENTIAL (ESS)
• INFINITEE (INF)
• GRP

Products and services

• BOO Main Brand Primary clothing brand offering casual streetwear for men and women including T-shirts, polo shirts, dress shirts, hoodies, jackets, jeans, shorts, and accessories, sold through boo.vn and 8 physical retail stores.
• BOOCORE Core Essentials sub-brand featuring basic wardrobe staples including T-shirts, hoodies, jackets, and pants in essential styles for everyday wear.
• BOO LAAB Sub-brand offering contemporary streetwear designs including T-shirts, polo shirts, hoodies, jackets, shorts, and skirts with modern cuts and graphics.
• BOOZILLA Licensed merchandise sub-brand featuring officially licensed character collaborations including Marvel Comics, Garfield, We Bare Bears, and other entertainment franchises on apparel and accessories.
• GRAPHIC Graphic design-focused sub-brand featuring bold graphic prints and artistic collaborations on T-shirts, hoodies, and accessories.
• OOB Sub-brand featuring unique artistic and experimental designs targeted at fashion-forward customers.
• BOOSHIRT Custom Uniform Service Custom uniform ordering service for businesses and organizations, operated through a dedicated platform at booshirt.vn for corporate and group uniform needs.
• BOOVIRONMENT Sustainability Initiative Environmental sustainability initiative under the BOO brand focused on eco-friendly fashion practices and products, operated at boovironment.boo.vn.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Canifa: Canifa is one of Vietnam's largest domestic multi-brand apparel retailers, operating both own-label and partner brands across men's, women's, and children's wear. It directly competes with BOO in affordable Vietnamese casualwear and physical-store retail.
• Routine: Routine is a Vietnamese streetwear label targeting young, fashion-conscious consumers with casual apparel and graphic tees. It is the closest direct comparison to BOO's streetwear positioning and Hanoi-based origin.
• Owen: Owen is a Vietnamese menswear and casualwear brand with its own physical retail footprint and e-commerce store. It competes with BOO's men's category on style, price point, and mall-based distribution.
• 5S Fashion: 5S Fashion is a Vietnamese mid-priced apparel retailer operating stores in major cities. It directly competes with BOO on affordable everyday wear for the same young urban demographic.
• Yame: Yame is a Vietnamese fashion brand selling casual apparel and accessories to young consumers through both online and offline channels. It competes head-to-head with BOO on trend-driven, affordable streetwear.
• Coolmate: Coolmate is a Vietnamese DTC basics and activewear brand operating primarily online. It overlaps with BOOCORE's essentials positioning and competes for the same young Vietnamese male demographic.
• Ivy Moda: Ivy Moda is a Vietnamese women's fashion brand with both own-label lines and multi-brand retail. It overlaps with BOO on contemporary casualwear and accessories for Vietnamese women.
• Juno: Juno is a Vietnamese fashion retailer focused on women's apparel, footwear, and accessories with a strong store network. It competes with BOO's women's category, especially for skirts, jeans, and casualwear.

Broad incumbents

• Uniqlo: Uniqlo is a global casualwear incumbent with a growing store network across Vietnam. It competes with BOO's BOOCORE essentials line on price and quality but operates at vastly greater scale.
• H&M: H&M is a global fast-fashion retailer with a meaningful Vietnam store footprint. It competes with BOO on trendy, affordable casualwear and seasonal collections.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@boo5029
• Facebookfacebook.com/bosuabyboo
• Instagraminstagram.com/boo.vietnam
• LinkedInlinkedin.com/company/boo-co-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 BOO