Finance
UK retailer Debenhams lifts annual profit forecast, to retain PLT brand
Published by Global Banking and Finance Review
Posted on January 28, 2026
1 min readLast updated: January 28, 2026
Quick Summary
Debenhams Group lifts its 2025 profit forecast, driven by strong brand performance and effective turnaround strategies.
UK retailer Debenhams lifts annual profit forecast, to retain PLT brand
Debenhams Profit Forecast and Brand Strategy
Jan 28 (Reuters) - Debenhams Group on Wednesday lifted its expectations for 2025 adjusted core profit, helped by strong performances across its brands and gains from its turnaround efforts, including PrettyLittleThing (PLT), which it now plans to retain.
Turnaround Efforts and Financial Performance
Last year, the British online retailer announced plans to sell PLT as a part of an ongoing cost-cutting strategy to boost profits and reduce debt. While it now plans to retain the brand, Debenhams said it continues to progress the sale of non-core assets.
Retention of PLT Brand
"Given the success we are seeing with (PLT's) turnaround, the momentum it is building and the substantial opportunity ahead as a fashion-led marketplace, the brand will be retained," Debenhams said in a statement.
The company, which rebranded from Boohoo last March, now expects adjusted core profit for the 12-month period through February 28 of about 50 million pounds ($69.10 million), up from its previous forecast of roughly 45 million pounds.
($1 = 0.7236 pounds)
(Reporting by Sri Hari N S in Bengaluru; Editing by Mrigank Dhaniwala and Sherry Jacob-Phillips)
Key Takeaways
- •Debenhams raises its 2025 profit forecast.
- •Strong brand performance boosts expectations.
- •Turnaround efforts contribute to profit increase.
- •Financial outlook improved for Debenhams Group.
- •Reported by Sri Hari N S, edited by Mrigank Dhaniwala.
Frequently Asked Questions about UK retailer Debenhams lifts annual profit forecast, to retain PLT brand
1What is adjusted core profit?
Adjusted core profit refers to a company's earnings before interest, taxes, depreciation, and amortization, adjusted for non-recurring items. It provides a clearer view of a company's operational performance.
2What are turnaround efforts?
Turnaround efforts are strategic actions taken by a company to improve its performance, often after a period of decline. These can include restructuring, cost-cutting, and enhancing operational efficiency.
