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.

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.

(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.

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 had successfully turned around the Debenhams business which is now the “majority contributor to group profitability.” As a result the “business will

Fast fashion retailer Boohoo Group has changed its name to Debenhams, it confirmed on Tuesday, as it overhauls its business model amid ongoing "tough" trading.

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.

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.