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.

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

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. 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 is changing its name and becoming Debenhams Group, a strategic shift highlighting the growing challenges within fast-fashion.

(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,

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.

Boohoo rebrands as Debenhams Group, betting on the iconic department store’s name amid financial struggles and shareholder battles

Boohoo shares fell on Tuesday after the group revealed it will be rebranding itself and changing its name to Debenhams Group.