Boohoo Rebrands as Debenhams Group After Department Store Turnaround

The struggling online retailer pivots to focus on its successful Debenhams business model, while grappling with challenges in youth fashion brands.

Boohoo has officially rebranded as Debenhams Group, reflecting the success of its turnaround of the iconic British department store brand acquired in 2021.
Debenhams, now an online-only retailer, has become the primary contributor to the group's profitability, with revenues rising to £204.6 million from £186 million last year.
The company faces ongoing challenges with its youth-focused brands, including Boohoo and PrettyLittleThing, which have struggled with declining sales and surplus stock requiring heavy discounts.
Boohoo’s strategic shift includes adopting the Debenhams business model across its operations, emphasizing a leaner, marketplace-driven approach.
The group reported a 16% drop in overall revenue to £1.2 billion and continues to face competitive pressure from fast-fashion rivals like Shein and Temu.