UK fast-fashion retailer Boohoo has renamed itself Debenhams Group four years after it bought the business from administration. The Aim-listed company made the announcement on Tuesday amid an ongoing strategic review, which some analysts have said could lead to a break up of the business.

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.

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.

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

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

By Chandini Monnappa (Reuters) -British online fashion retailer Boohoo said on Tuesday that it is rebranding itself as Debenhams Group and also named Phil Ellis as its new finance boss. Last October,