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The British retailer Debenhams has lifted its forecast for 2025 profit as all its brands are doing well, including PrettyLittleThing.
The company, which rebranded from Boohoo last March after buying the department store chain Debenhams out of administration five years ago, said trading had been better than expected. This means it now expects adjusted core profit for the 12 months to 28 February to come in at £50m, rather than £45m as previously estimated. It said:
This is a result of the continued momentum in our Debenhams brand, a discernible improvement in the performance of our youth brands and accelerated progress on our transformation plan. All our brands continue to trade profitably.
Given the success we are seeing with PrettyLittleThing’s turnaround, the momentum it is building and the substantial opportunity ahead as a fashion-led marketplace, the brand will be retained.
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