Boohoo Group Reports Turnaround Success as All Brands Return to Profitability in H1 2026

Boohoo (Debenhams Group) H1 2026: turnaround momentum and a clear plan

Boohoo Group Plc – now operating as Debenhams Group – says its multi-year turnaround is “gathering real pace”. The first half to 31 August 2025 shows profitability returning across all brands on an adjusted basis, a bigger push into marketplaces, and a much leaner cost base.

A quick reminder on jargon: GMV is gross merchandise value – the total sold before deducting returns – and EBITDA is earnings before interest, tax, depreciation and amortisation, a common proxy for cash profit.

Headline numbers investors should know

Metric (continuing ops)	H1 2026	H1 2025	Change
GMV pre returns	£630.8m	£778.2m	-19%
Revenue	£296.9m	£385.4m	-23%
Gross margin	52.9%	53.5%	-60 bps
Operating costs	£137.2m	£187.2m	-27%
Adjusted EBITDA	£20.0m	£19.0m	+5%
Adjusted EBIT	£1.8m	£(9.2)m	Improved
Statutory loss after tax	£(3.4)m	£(126.7)m	+97%
Net debt	£111.1m	£143.1m	-22%
Inventory	£67.9m	£104.9m	-35%
Capex	£7.5m	£14.9m	-50%
Marketplace mix of GMV	31.6%	19.0%	+1,260 bps

On a total-operations basis, Adjusted EBITDA was £21.0m and the statutory loss after tax was £14.7m.

Marketplace pivot is doing the heavy lifting

The story here is the swing to a “stock-lite, capital-lite” marketplace model. Marketplace means Boohoo takes a commission (the “take rate”) on third-party sales rather than buying stock upfront. That lowers inventory, risk and capital needs, and it can lift margins.

• Marketplace share of GMV rose to 31.6% from 19.0%.
• Inventory fell to £67.9m – a 35% reduction year-on-year for continuing operations.
• Capex halved to £7.5m as the group moves to a capital-lite model.
• There are now about 20,000 partners in the ecosystem, up from c.10,000 a year ago.

Management says AI investments and a rising take rate should enhance profitability as the model scales.

Debenhams brand is the growth engine

Debenhams continues to “power ahead” and provides the blueprint for the group.

• GMV up 20% to £318.8m.
• Adjusted EBITDA up 50% with an EBITDA margin of around 15%.
• Marketplace expansion includes Ireland, Australia and the US, plus brand launches on major US marketplaces. The Designers at Debenhams relaunch landed in October with the AW25 collection.
• Management now has line of sight to Debenhams delivering £1 billion GMV and £50 million+ EBITDA within three years.

Youth Brands and Karen Millen: profit over volume

The Youth Brands (boohoo, PLT, MAN) are being reshaped for profitability and cash generation over topline growth.

• Youth Brands GMV fell 41% to £258.0m as unprofitable lines and customers were removed and the market remains soft.
• Karen Millen GMV declined 31% to £54.0m but remains profitable on an Adjusted EBITDA basis. A refreshed product strategy and licensing push are underway.
• All brands are now profitable at adjusted EBITDA level, with GMV declines improving quarter-on-quarter.
• PLT remains an asset held for sale; the board sees a strategic sale as a route to maximise value.

Costs, cash and the balance sheet: leaner and tighter

The cost reset is material. Ongoing fixed costs are down by about £160 million since February 2024 and are expected to reach around £100 million in the near term. Warehousing is being consolidated into the automated Sheffield site, targeted to deliver about £20 million annualised savings.

• Daventry DC exited; Burnley freehold in process of being sold; US DC obligations to be exited.
• Operating costs dropped 27% year-on-year.
• Operating cash outflow was about £14.6m, improved from £24.0m last year.
• Free cash outflow after tax improved to £12.6m.
• Net debt reduced to £111.1m; a new £175 million facility extends liquidity to August 2028.

Exceptional items swung to a net credit of £15.3m, helped by a £34.3m lease write-back linked to the Daventry site, partly offset by restructuring and dual-running costs.

One caveat: reported net assets stand at £0.1m. The group is confident about debt reduction (targeting net debt/EBITDA under 2x by February 2027 and under 1x the year after), but thin equity leaves less room for shocks while the turnaround beds in.

Guidance and signals from management

• FY26 total-operations Adjusted EBITDA expected to be around £45m.
• Double-digit percentage EBITDA growth expected in FY27.
• The board believes the market valuation is well below intrinsic value and plans fresh investor roadshows.
• Intention to change the listed name from Boohoo Group Plc to Debenhams Plc once major shareholders agree.

What I like

• Debenhams delivering growth and solid margins – validation of the marketplace-led platform strategy.
• Substantial cost-out already banked, with further savings from warehouse consolidation.
• Inventory, capex and net debt trends moving the right way, improving resilience and optionality.
• All brands profitable at adjusted EBITDA level – a clear inflection from last year’s losses.

What to watch

• Topline pressure: Group GMV down 19% and revenue down 23% as Youth Brands right-size. The mix shift to marketplace also suppresses reported revenue (commission accounting) even if GMV is healthy.
• Free cash still negative in H1 and interest expense steady at £12.2m – execution needs to keep driving cash generation.
• Very thin net assets (£0.1m) heighten sensitivity to setbacks.
• PLT sale outcome and timing remain uncertain.
• Marketplace quality control and take-rate expansion – vital for sustaining that margin-rich narrative.

Sustainability notes worth flagging

All suppliers are now onboarded to Segura for Tier 1 factory grading, and the Pennies partnership has helped customers donate over £120,000 to the British Heart Foundation. Good steps, and investors increasingly expect this level of supply-chain visibility.

The bottom line

This update reads like a genuine operational turnaround: expenses down sharply, inventory and capex pruned, Debenhams growing double-digit with c.15% EBITDA margins, and Adjusted EBIT back in the black. The pivot to a marketplace platform is doing what it should – de-risking stock and lifting cash conversion potential.

Risks remain around revenue contraction, cash generation and the slender equity base. But if management maintains discipline and Debenhams keeps compounding, the guidance of roughly £45m EBITDA this year with double-digit growth in FY27 looks reasonable on the numbers presented. For investors, this is no longer a story about survival – it is a story about execution speed and the marketplace flywheel.