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boohoo Group PLC on Wednesday raised profit guidance amid strong trading at Debenhams and an improved showing from Pretty Little Things. The Manchester-based online retailer trading as Debenhams now expects full year adjusted earnings before interest, tax, depreciation and amortisation to be £50 million for the financial year ending February, ahead of prior guidance of £45 million, and above £41.6 million in the year prior. This reflects ‘continued momentum in our Debenhams brand, a discernible improvement in the performance of our Youth Brands and accelerated progress on our transformation plan,’ boohoo said. All brands continue to trade profitably, the firm added. In response, shares in boohoo rose 7.1% to 25.50 pence each in London on Wednesday morning. boohoo took particular pleasure with the pace and scale of the turnaround at Pretty Little Things and the resulting material improvement in profitability. boohoo said it will now keep Pretty Little Things after previously holding it as an asset for sale. ‘Given the success we are seeing with the turnaround, the momentum it is building and the substantial opportunity ahead as a fashion-led marketplace, the brand will be retained,’ the company said. As a result, Pretty Little Things will be reported in the current year in Debenhams’ continuing operations. In addition, boohoo said Debenhams is exploring ‘significant’ licensing opportunities and continues to advance the sale of non-core assets which would materially reduce the net debt in the next 12 months. Copyright 2026 Alliance News Ltd. All Rights Reserved.
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