Boohoo Group is putting major support behind relaunching its acquired Warehouse brand this season and that includes a new collection launch at the group’s digital department store Debenhams and a campaign fronted by model, presenter and podcaster Hannah Cooper-Dommett.

The seasonal collection is a “trend-forward” offer that the retailer said is “designed to bring a cool, confident and curated edge to every wardrobe. As your new go-to destination for cutting-edge fashion, Warehouse offers capsule collections that blend the latest runway styles with wearable street fashion. Each piece embodies a modern, city-chic aesthetic, balancing the brand’s signature ‘pretty but grungy’ vibe with fresh, bold updates”.

Warehouse was a popular brand on UK high streets pre-pandemic and despite a hugely challenging market, under then-CEO Hash Ladha, looked to be getting back on track before the Covid crisis dealt a major blow and the assets were acquired by Hilco with all stores being closed. 

Boohoo bought the online businesses of Warehouse and stablemate Oasis in June 2020, paying just over £5 million.

The company said that for AW24, “the brand is pushing boundaries further than ever with Debenhams, presenting an exciting new collection that captures the essence of urban style while embracing sustainability”. 

The new campaign also “marks the launch of Warehouse’s partly sustainable range, featuring eco-friendly materials and recycled packaging, underscoring the brand’s commitment to redefining its identity—one sustainable thread at a time”.

Debenhams CEO Dan Finley said the collection is “a statement for what’s to come for us as an iconic British retailer. We have crafted the direction of this campaign with the new face-of, Hannah Cooper-Dommett. Her effortless style and bold personality perfectly encapsulates this collection and is a true reflection of the new pieces.”