The Manchester based online fashion retailer Boohoo has announced that it was rebranding itself as Debenhams Group and also named Phil Ellis as its new finance boss.
“Our ongoing business review has confirmed that Debenhams, its business model and its technology is at the epicentre of our Group going forward,” the Company said.
“For our consumers, Debenhams is once again becoming their destination of choice. It is an iconic British heritage brand with huge brand awareness and significant consumer trust.”
Boohoo acquired the name and website operations of department store chain Debenhams from its administrators back in 2021
The Group sees significant future growth opportunities for Debenhams with a medium-term ambition to create a £multi-billion GMV[1] business with a target c.20% EBITDA margin (on a net sales basis).
Ellis, the current finance director of Debenhams and managing director of DebenhamsPay+, will become group CFO and a member of the board, replacing Stephen Morana with immediate effect, Boohoo said.
