Boohoo to rebrand as Debenhams despite Frasers' opposition

The fashion group Boohoo is to forge ahead with a plan to change its name to Debenhams, despite Mike Ashley's Frasers Group voting to block formalisation of the move amid a stinging battle between the two retailers.

- Sarah Butler

Boohoo said this month it wanted to rename itself Debenhams, after the department store brand it bought out of administration in 2021, as sales from Boohoo's young fashion labels sank more than a fifth amid heavy competition from the likes of Shein.

However, an attempt to formally rename its corporate entity as Debenhams failed as it lost a vote at a special shareholder meeting yesterday.

The group said that, despite the vote, it intended to use the name Debenhams on all communications and change its stock market ticker to DEBS from BOO on Monday.

Boohoo's board said: "It is no surprise to the board that Frasers, a major competitor of the group, has voted against the resolution, and continues to act in its own self-interest."