Data is the reason why I think Boohoo shares have much further to go

Boohoo shares have been rising again, but will this continue? I believe there is a lot more growth in the share price to come and the reason is data.

| More on:

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

When investing, your capital is at risk. The value of your investments can go down as well as up and you may get back less than you put in.

Read More

The content of this article is provided for information purposes only and is not intended to be, nor does it constitute, any form of personal advice. Investments in a currency other than sterling are exposed to currency exchange risk. Currency exchange rates are constantly changing, which may affect the value of the investment in sterling terms. You could lose money in sterling even if the stock price rises in the currency of origin. Stocks listed on overseas exchanges may be subject to additional dealing and exchange rate charges, and may have other tax implications, and may not provide the same, or any, regulatory protection as in the UK.

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

Data is the new oil, or so they say. If that is right, then Boohoo (LSE:BOO) has been striking new oil with a frequency that other companies can only envy. 

It was the Economist magazine that first described data as the new oil. Ever since then, the phrase has gained popularity. Digital technologies lie behind the development and digital-related working practices are closely linked. Boohoo is a master of all.

The Boohoo share price has been on quite a ride. The shares are up 15% over the last month, by 80% over the last year and have increased 12-fold over the last five years.

Some question whether it can continue, whether Boohoo, with its whopping great P/E ratio of 75 is overpriced. This point of view gained more support when it emerged recently that Booboo, with net assets worth around £300m, had a higher market valuation than Marks and Spencer with net assets worth £2.6bn, 

I don’t agree with this view though, because I don’t think the critics understand the value of data.

The importance of data

Let me illustrate the point. Marks and Spencer recently admitted it had bought too many tight fitting jeans and chinos. There is a fundamental problem here. The retailer, with its 900+ stores across the UK, has to buy goods at scale in order to supply those stores.

Boohoo also buys at scale but because it focuses on selling online, it is not so encumbered. It can match consumer demand more precisely, in part because it can apply lean stock control systems — the need to have full store shelves to entice customers in does not apply to it.

There is an even bigger reason why Boohoo is more likely to get its buying right. 

It approach can be described by the mantra of test, repeat, fail fast and learn. Data is core to this.

The company is expanding and has practically doubled the size of its ‘C-Suite’ (individuals with the word chief in their job title) without becoming top-heavy. 

Boohoo’s big opportunity lies overseas. It holds a tiny 0.4% market share of the US and EU online apparel market.

With brands such as Karen Millen, Nasty Gal, BoohooMAN, PrettyLittleThing, Coast, and MissPap as well as the Boohoo label itself, its opportunity to gather data, test data and draw insights from that data grows. Add to the mix its mastery of digital marketing, in particular social media, and its business model remains compelling. 

One of the important points about data is that size really does matter. The optimal size of a data company is one that entails market monopoly. That’s why there is only one Facebook-type service. I am not saying Boohoo will grow to have a market monopoly, but I am saying that its optimal size is much greater than its current size, which is why I think the share price has got a lot more growth left in it. 

Should you invest, the value of your investment may rise or fall and your capital is at risk. Before investing, your individual circumstances should be assessed. Consider taking independent financial advice.

Michael Baxter has no position in any of the shares mentioned. The Motley Fool UK has recommended boohoo group. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Man writing 'now' having crossed out 'later', 'tomorrow' and 'next week'
Investing Articles

2 high-yield FTSE 250 shares I’d buy today — and 1 that I’d avoid

UK markets have felt some volatility after last week’s Budget and the FTSE 250 was no stranger to it. Our…

Read more »

Investing Articles

3 reasons the Rolls-Royce share price could soar over the next decade

Sustainable aviation fuel, narrow-body aircraft, and small nuclear reactors could all keep the Rolls-Royce share price climbing over the next…

Read more »

British flag, Big Ben, Houses of Parliament and British flag composition
Investing Articles

Here’s how much income I’d get if I invested my entire £20k ISA in cheap BT shares

BT shares are on the up but still cheap, while the FTSE 100 telecoms stock offers a good yield too.…

Read more »

Investing Articles

2 FTSE dividend shares yielding more than 6% with P/Es of less than 9!

Harvey Jones picks out two brilliant FTSE 100 dividend shares that yield more than 6% but are selling at strangely…

Read more »

Investing Articles

Up 105% in a year! Is this rocketing FTSE bank the perfect pick for my Stocks and Shares ISA?

Harvey Jones is drawing up a shortlist of stocks to purchase inside his Stocks and Shares ISA allowance. This FTSE…

Read more »

Investing Articles

Down 78%, is this once-hot AI growth stock set to explode like the Rolls-Royce share price?

Our writer asks if he should invest in Super Micro Computer (NASDAQ:SMCI) following the growth stock's massive recent decline.

Read more »

Investing Articles

Is it madness to buy Palantir shares after Q3 earnings?

Palantir stock's surging again after the firm's Q3 earnings report. But after a 150% gain, is it too late to…

Read more »

A pastel colored growing graph with rising rocket.
Investing Articles

£6,000 in savings? Here’s how I’d aim to turn that into £1,032 a month of passive income!

A small investment in high-dividend-paying stocks with the returns used to buy more shares can generate big passive income over…

Read more »