Boohoo rebrands as Debenhams Group after turnaround success

Boohoo has officially rebranded itself as Debenhams Group, marking a significant revival of the historic department store brand it acquired out of administration in 2021 for £55 million. The company claims to have successfully turned around Debenhams, which has become a majority contributor to group profitability, and plans to use its operating model as a blueprint for broader company changes. CEO Dan Finley emphasized that Debenhams has been transformed into Britain's leading online department store, focusing on a stock-lite, capital-lite business model. With the rebranding, Boohoo aims to scale Debenhams into a multi-billion gross sales business, while also undertaking a turnaround of its other brands. The move comes as Boohoo seeks to distance itself from past controversies and reshape its corporate identity. The Debenhams brand now serves as a platform for growth and revitalization in the digital retail space.