Fast fashion retailer Boohoo is rebranding as Debenhams amid the company’s bitter rivalry with Mike Ashley’s Frasers Group.

Boohoo is rebranding as the British heritage brand Debenhams Group, saying it aims to revive earnings by creating a leaner digital platform for fast fashion.

Boohoo’s parent company has rebranded as Debenhams Group as it hailed the turnaround of the department store brand it bought out of administration three years ago. Boohoo said it has successfully completed an overhaul of Debenhams since it took over the brand in 2022 and that it is now a “majority contributor to group profitability”.

Boohoo Group is rebranding as Debenhams Group with immediate effect, pivoting all of its brands into marketplaces. Drapers asks industry experts what it means for the market, consumers and the group itself.

Boohoo's rebrand follows a huge fall from grace. It had been among the big winners in the online fast fashion revolution - but it's worth around £340m today, down from a peak above £5bn.

UK fast-fashion retailer Boohoo has renamed itself Debenhams Group four years after it bought the business from administration. The Aim-listed company made the announcement on Tuesday amid an ongoing strategic review, which some analysts have said could lead to a break up of the business.

The online fashion retailer plans to change its name to Debenhams Group after the successful turnaround of the business it bought out of administration in 2021.

Boohoo's parent company has rebranded as Debenhams Group as it hailed the turnaround of the department store brand it bought out of administration three years ago.

(Reuters) -British online fashion retailer Boohoo said on Tuesday that it was rebranding itself as Debenhams Group and also named Phil Ellis as its new finance boss. Last October, Boohoo announced the departure of then-CEO John Lyttle,

Popular online retailer Boohoo will rebrand to Debenhams, the department store it bought out of administration four years ago. This follows a tricky sales climate thanks to competition from brands like Shein.

Boohoo has changed its name to Debenhams – after reviving the popularity of the 247-year-old department store brand. The fast-fashion group bought Debenhams out of administration in 2021, dispensing with its bricks and mortar network in a major blow to the High Street and switching to an online operation.