Company says successful turnaround of the heritage brand will provide the blueprint for the rest of the groupBusiness live – latest updatesThe online fashion retailer Boohoo is rebranding as Debenhams, after buying it out of administration four years ago, as it took a £40m hit on excess stock in its brands aimed at younger shoppers.Debenhams, founded as a single store in London in 1778, disappeared from the high street when it collapsed in 2021, costing thousands of jobs. Boohoo then swooped for the brand and relaunched it as an online-only retailer. Continue reading…
Source link : https://www.theguardian.com/business/2025/mar/11/boohoo-rebrands-as-debenhams-turnaround
Author : Julia Kollewe
Publish date : 2025-03-11 08:18:00
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Boohoo rebrands as Debenhams as youth labels struggle
