Frasers proposed that its own owner, Mike Ashley, should step in to the helm, citing "abysmal trading performance and share price collapse" among its concerns regarding the alleged "leadership crisis" it claimed to have witnessed at the fast fashion firm. Boohoo ultimately denied Ashley's bid for the top role and instead appointed Finley, leading Frasers to double down on its public critique, dubbing the company "desperate". Boohoo, in turn, slammed Frasers for its focus on its so-called "own commercial self-interest", stating that the group's push for a management takeover was "wholly inappropriate" considering its relations with direct Boohoo competitors. In order to be granted board representation, Boohoo has outlined a number of requirements for Frasers to follow, including a distinct separation of interests with the selected director and confirmation that no offer for Boohoo or any of its subsidiaries was to come.