From Superdry to WHSmith, there have been a number of high profile retail rebrands of late.
The rebrands have varied in extent and scale, with some companies even changing their names as part of their refresh.
Retail Gazette looks at six prominent retail rebrands rolled out in recent months.
Superdry
Fashion brand Superdry debuted its new store format in September.
The company’s Superdry & Co store opened on 18 September in Nottingham, introducing its new premium concept.
It also houses a vintage clothes section as part of the firm’s commitment to sustainable fashion, allowing shoppers to purchase pre-loved styles.
Commenting at the time, Superdry CEO and founder Julian Dunkerton said: “We’re delighted to be returning to Nottingham and to unveil the new ‘Superdry & Co’ store format to our valued customers in this vibrant city.
“The new design is lighter and brighter, creating the perfect backdrop for our AW25 collection of preppy and sophisticated pieces that inspire confidence and timeless style.”
& Other Stories
H&M group owned clothes retailer & Other Stories unveiled its fresh branding and first collection under chief creative officer Jonathan Saunders last month.
The business’s logo has been redesigned to a clean, capitalised font, compared to its former handwritten design.
The offering draws inspiration from the 1960s, 1970s and 1990s via “progressive silhouettes, vintage-inspired lived in textures and a fluid attitude, juxtaposed with technical fabrics”.
Although the collection aims to evoke nostalgia by using fabrics like mohair, croc-effect leather and jacquard, “directional tailoring” in Italian wool and technical nylon outerwear also seeks to add a hint of modernity.
Saunders said: “The fall campaign celebrates real clothes for everyday experiences, designed to inspire individuality.
“The new brand identity combines nostalgia with modernity and signifies an exciting new chapter for & Other Stories.”
Rackhams
Rackhams returned to the UK after 25 years last month as an online-only department store under new ownership.
The retailer sells a curated mix of designer brands, boutique labels and everyday essentials across fashion, beauty, home and garden.
Commenting at the time, Rackhams CEO Mark Jordan said: “At Rackhams, our marketplace-first approach is not a side project, it is the business.
“Because of that, we put equal weight on the experience for both our customers and our partners. Unlike bolt-on marketplaces, which rarely command the time and resources needed to deliver real pre- and post-sales support, we are built from the ground up to make that support central.”
He added: “Having previously built an online retail business to more than £100 million in annual turnover, I wanted to take those lessons in scaling and apply them to a new kind of department store.”
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Poundland
Poundland rebranded with a simplified pricing model across all of its UK stores in September.
The model reintroduced three clear price points, £1, £2 and £3, as part of its ongoing turnaround strategy.
The move means around 60% of the retailer’s grocery lines are priced at £1, with categories such as confectionery, health & beauty, and biscuits and cakes joining snacking, drinks, pet food and household, which moved earlier this year.
The discount giant is set to extend its three-price strategy to general merchandise and clothing next year, alongside the relaunch of its Pep&Co brand.
Managing director Barry Williams said: “We’ve reached a major milestone in converting the whole of our grocery aisle to a simple £1, £2 and £3 offer, reducing prices and focusing on the favourite items customers want us to bring them.
“But there’s much more to do, our Christmas and Halloween ranges, bought by our new in-house team, give a glimpse of what we’ll be bringing in 2026″.
WHSmith
In arguably the biggest retail rebrand of 2025, WHSmith underwent a major refresh earlier this year.
The brand agreed to sell its UK high street business to Modella Capital for £76m in March, as it moved to focus solely on its travel retail arm.
The shops ran under the WHSmith brand for a short transitional period before rebranding as TGJones.
The sale did not include WHSmith’s name, which means the brand now remains exclusively associated with its travel retail operations.
Group CEO Carl Cowling said: “As we continue to deliver on our strategic ambition to become the leading global travel retailer, this is a pivotal moment for WHSmith as we become a business exclusively focused on travel.
“With the ongoing strength in our UK travel division, and the scale of the growth opportunities in both North America and the rest of the world, we are in our strongest ever position to deliver enhanced growth as we move forward as a pure play travel retailer.”
He continued: “As our travel business has grown, our UK high street business has become a much smaller part of the WHSmith group. High street is a good business; it is profitable and cash generative with an experienced and high-performing management team.
“However, given our rapid international growth, now is the right time for a new owner to take the high street business forward and for the WHSmith leadership team to focus exclusively on our travel business. I wish the high street team every success.”
Boohoo Group
Boohoo Group rebranded as Debenhams Group in March, as its boss Dan Finley revealed its turnaround plan and he sought to move the entire business to a marketplace model.
The move followed Finley spending the last three years leading the transformation of the company’s Debenhams brand into a “very profitable and highly cash generative” marketplace-led business model.
The executive said that the successful turnaround of Debenhams would serve as its “blueprint for the wider turnaround of the group”.
The group said that its new lean operating model was “critical to the turnaround” of its youth brands, which include Pretty Little Thing, Boohoo and Man.
Finley said: “Debenhams is back. The iconic British heritage brand, bought out of administration, has been successfully turned around. Rebuilt for the future and transformed into Britain’s leading online department store.
“We’ve created a thriving community of brand partners with millions of consumers and we are growing rapidly. The most exciting thing is that we are just getting started.”
