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Boozt.com signs formal wear partnership with Danish Football Association

Danish online fashion retailer Bootz.com has signed a new Official Partner deal with the country’s national football federation, the Danish Football Association (DBU).

Under the deal, Boozt.com will supply formal clothing to the Danish men’s national football team through a collaboration with Les Deux, one of the brands that retails at Boozt.com.

In an official statement, Boozt.com said the partnership will increase awareness of its sportswear offering, which expanded into football products in 2019.

“The category now consists of more than 100 brands, including both traditional, power brands as well as more niche, up-and-coming brands, which can often be difficult to find in a physical store,” the statement read.

The partnership is understood to be timed to maximise Boozt.com’s exposure in the run-up to the Euro 2020 championship, where Copenhagen is one of the host cities.

Boozt.com launched eight years ago in Denmark and is Boozt is now one of the fastest-growing fashion retail platforms in Scandinavia.

In 2018, Bootz.com generated net sales revenue of SEK 2.8bn ($297m/€262m).