Boohoo Group is rebranding as Debenhams Group with immediate effect, pivoting all of its brands into marketplaces. Drapers asks industry experts what it means for the market, consumers and the group itself.

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.

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 shares fell on Tuesday after the group revealed it will be rebranding itself and changing its name to Debenhams Group.