Recent history has not been kind to shops that were once considered mainstays of the British high street. With the collapse of the Arcadia empire, many big name clothing brands now have an uncertain future including giants like Debenhams and Topshop. Online fashion retailers have taken this as an opportunity to expand. Boohoo has agreed on a £55M deal to buy the Debenhams brands with reported further talks for Burton, Dorothy Perkins and Wallis talking place. ASOS has set its sights on acquiring the Topshop, Topman, Miss Selfridge and HIIT brands. These moves will bring more recognisable brand names to the Boohoo and potentially ASOS online stores and could fuel significant growth. With the fashion market having an emphasis on reputable brands from recognisable designers, the strategy behind these acquisitions is essentially big names often bring big money. While this could certainly be a profitable move from these online fashion retailers, it would be prudent to consider the risk before passing judgement. Attempts to move failed high street retailers online have failed before (consider BHS & Woolworths) and they could always fail again.