Ailing fashion giant Boohoo to style itself as Debenhams

STRUGGLING fast fashion giant Boohoo will rebrand as Debenhams in the first phase of its turnaround plan.

- By Amber Murray

The Manchester-based firm has been hit by low sales for youth brands Boohoo, PLT and MAN, posting a pre-tax loss of £147.3million in the first six months of 2024.

It bought former department store chain Debenhams in 2022 for £51million.

Boohoo said Debenhams has a “clear runway” to multi-billion-pound sales. It stressed: “Since the acquisition of Debenhams out of administration in 2022, Debenhams has been successfully turned around and repositioned as Britain’s online department store, underpinned by a new marketplace-led business model.”