Dan Finley, chief executive of Boohoo Group, has criticised employees who work remotely in casual attire, underscoring his decision to mandate a full return to office for the company’s corporate workforce. The Manchester-based fashion retailer requires its 1,500 head office staff to work on-site five days a week, a policy Finley defends as essential for employee development and brand alignment.

Finley expressed particular concern about younger employees, who constitute a substantial portion of Boohoo’s workforce and customer base. He emphasised that these staff members benefit from in-person interaction, learning, and relationship-building opportunities that are difficult to replicate remotely. Speaking about the company’s culture and operations, he stated that employees should not be “sat in bed with grey tracksuit bottoms on” during working hours, highlighting the importance of engaging physically with the company’s fashion products and market trends.

Founded in Manchester in 2006 by Mahmud Kamani and Carol Kane, Boohoo has expanded significantly, acquiring brands such as Karen Millen and Debenhams. The retailer is currently undertaking a turnaround strategy aimed at reducing debt and reversing a decline in sales, which has been intensified by competition from ultra-fast fashion companies including Shein and Temu.

Finley, who said he exclusively wears clothing from Boohoo’s portfolio, also underlined the importance of employees embracing their work location. He encouraged staff to immerse themselves in Manchester’s social and cultural life, attending events and networking after hours as part of a broader effort to strengthen connections with the city.

The debate over the future of hybrid work continues across the UK business landscape. After widespread remote working during the Covid-19 pandemic, some companies have insisted on a full return to the office to enhance collaboration, mentorship, and direct oversight. This includes notable UK employers like Boots, Morrisons, and Laing O’Rourke, which have outlined five-day office mandates to rebuild company culture and teamwork.

Conversely, many organisations have adopted hybrid models to strike a balance between maintaining employee flexibility and managing real estate costs, aiming to prevent employee dissatisfaction and potential talent losses.

Data from Remit Consulting’s ReTurn report indicates that average office attendance across the UK has remained above 40 percent weekly since early January 2024, reaching 44.2 percent in mid-February. This reflects a gradual, though uneven, shift back to office-based work following the pandemic.