Boohoo is rebranding as the British heritage brand Debenhams Group, saying it aims to revive earnings by creating a leaner digital platform for fast fashion.

Fast fashion retailer Boohoo is rebranding as Debenhams amid the company’s bitter rivalry with Mike Ashley’s Frasers Group.

The online fashion retailer plans to change its name to Debenhams Group after the successful turnaround of the business it bought out of administration in 2021.

Boohoo said it had successfully turned around the Debenhams business which is now the “majority contributor to group profitability.” As a result the “business will

Popular online retailer Boohoo will rebrand to Debenhams, the department store it bought out of administration four years ago. This follows a tricky sales climate thanks to competition from brands like Shein.

Boohoo has changed its name to Debenhams – after reviving the popularity of the 247-year-old department store brand. The fast-fashion group bought Debenhams out of administration in 2021, dispensing with its bricks and mortar network in a major blow to the High Street and switching to an online operation.

The Boohoo brand will continue, as will other fashion brands owned by the group, such as Karen Millen and PrettyLittleThing.