Boohoo rebrands as Debenhams as youth labels struggle

Company says successful turnaround of the heritage brand will provide the blueprint for the rest of the groupBusiness live – latest updatesThe online fashion retailer Boohoo is rebranding as Debenhams, after buying it out of administration four years ago, as it took a £40m hit on excess stock in its brands aimed at younger shoppers.Debenhams, founded as a single store in London in 1778, disappeared from the high street when it collapsed in 2021, costing thousands of jobs. Boohoo then