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 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.

Boohoo renames itself Debenhams in major revival of former department store brand - The Debenhams name dates back to 1778 when William Clark opened a drapers store on Wigmore Street

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 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.

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

Since acquiring the Debenhams brand in 2022, following the long-suffering department store chain’s administration, Boohoo executed a major strategic shift.

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.