Analysts sceptical of Boohoo’s Debenhams Group rebrand
The business will shift to a marketplace model to aid the turnaround of its youth brands.
The Boohoo Group has rebranded to Debenhams Group with immediate effect to aid the turnaround of its brands, as well as “drive higher profitability and cash generation”.
The group claims the “marketplace-led business model” of Debenhams is “critical to the turnaround of the youth brands and will help accelerate value creation in Karen Millen”.
The rebrand comes as group revenue for FY25 fell 16% year-on-year to £1.22bn.
