Boohoo Rebrands as Debenhams Group in Bold Turnaround Strategy

The struggling online retailer adopts Debenhams' success as a blueprint to revive its business and reposition itself in a competitive market.

Boohoo Group has officially rebranded as Debenhams Group, reflecting its strategic shift to focus on the success of its online department store model.
The turnaround of Debenhams, acquired in 2021, has made it the most profitable part of the business, with net sales of £205 million and a 12% EBITDA margin last year.
CEO Dan Finley, appointed in November 2024, plans to extend Debenhams' stock-lite, capital-lite marketplace model across the group's other brands, including Boohoo and PrettyLittleThing.
The company faces challenges such as declining youth brand sales, competition from rivals like Shein, and ongoing tensions with major shareholder Mike Ashley's Frasers Group.
Boohoo's revenue fell 16% to £1.2 billion in the last fiscal year, but the rebrand aims to streamline operations and position the group for long-term profitability.