Boohoo Transforms Itself: The Rebirth of Debenhams in a Bold Turnaround Strategy

In a strategic move designed to reinvigorate its brand and appeal to a wider consumer base, online fashion retailer Boohoo is rebranding itself as Debenhams, an iconic British department store that has seen its share of ups and downs in recent years. This surprising pivot comes in the wake of Boohoo's ongoing efforts to shift its narrative and recover from challenges that have plagued its reputation in the fast-fashion industry.

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