Debenhams rebrand by Boohoo focuses on online sales

Boohoo has rebranded itself as Debenhams, reviving the historic department store brand it acquired in 2021. The new Debenhams will operate exclusively online, with no plans to return to physical stores. Since the acquisition, Debenhams has become profitable, with sales increasing by 10% to £205 million. In contrast, Boohoo's youth brands have struggled, with overall revenues down 16% to £1.2 billion. Shareholders will vote on the rebranding later this month. The move comes amid ongoing challenges for Boohoo, including competition from rivals and a review of its brand strategy.