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Boohoo rebrands as Debenhams with surprise recovery strategy explained
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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