Boohoo’s Bold Rebrand to Debenhams Faces Pushback from Major Shareholder

The Fast-Fashion Giant Wants a New Identity, but Frasers Group Isn’t On Board

Boohoo, the fast-fashion brand known for its trendy, budget-friendly styles, is shaking things up with a major rebrand. The company, which has been struggling in a competitive market, wants to reinvent itself under the name of Debenhams—the British department store it acquired in 2021.

Boohoo has rebranded to Debenhams as the youth label struggles. (Shutterstock)

Sounds like a bold move, right? Well, not everyone is on board. Frasers Group, owned by retail tycoon Mike Ashley and Boohoo’s largest shareholder, has voted against the name change. But why the pushback?

Why Boohoo Wants to Be Debenhams

Boohoo has been facing some serious challenges lately. With rising costs, increased competition, and changing consumer habits, the company is trying to position itself as a more established, trustworthy brand. Debenhams, a well-known high street name, might give Boohoo the credibility it needs to win over a broader audience beyond just young, trend-focused shoppers.

The acquisition of Debenhams was originally meant to boost Boohoo’s presence in the beauty and homeware markets, areas where traditional fast fashion brands don’t usually shine. Now, it seems the company wants to go all in and make Debenhams its main identity.

Boohoo Group officially rebranded to Debenhams Group on 11 March 2025. Credit: Shutterstock.

Why Frasers Group Opposes the Change

Mike Ashley’s Frasers Group has a history of clashing with Boohoo, and this time is no different. Frasers, which owns brands like Sports Direct and House of Fraser, has been increasing its stake in Boohoo, possibly with the intent of influencing its direction.

By rebranding as Debenhams, Boohoo is shifting away from its roots—and Frasers doesn’t seem convinced that’s a good idea. There’s also speculation that Frasers has its own plans for the future of Boohoo and doesn’t want to see it tied to the Debenhams name.

What’s Next?

Despite Frasers Group’s objections, Boohoo still has the final say on its branding. Whether this rebrand helps the company turn things around or ends up confusing customers remains to be seen. One thing’s for sure: the fast-fashion industry is changing, and Boohoo is making a bold bet on its future.

What do you think? Is Boohoo making the right move by adopting the Debenhams name, or should it stick to its original identity? Let’s discuss in the comments!