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Boohoo rebrands as Debenhams with surprise recovery strategy explained

Other fashion brands owned by the group include Karen Millen and PrettyLittleThing



Boohoo Group has rebranded as Debenhams Group after successfully turning around the Debenhams brand, acquired in 2022, which is now a major profit contributor. The Debenhams overhaul will serve as a blueprint for the wider group's turnaround. Despite overall sales falling, Debenhams' revenues increased, leading to the strategic shift.

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