Can Debenhams’ rebrand save Boohoo Group?

Debenhams is back. Well, at least that’s what Boohoo Group CEO Dan Finley hailed this morning after unveiling its bold rebranding.
After acquiring the distressed department store in 2022, Boohoo Group has pivoted the once-beloved high street favourite into a new direction, reintroducing it as what it claims to be Britain’s leading online department store with a marketplace model.
With the marketplace model now driving Debenhams’ growth, Boohoo hopes this fresh approach can turn