Boohoo Share Price: 2026 Analysis, Forecasts, and Investor Guide

As of February 13, 2026, the Boohoo Group PLC (DEBS) share price closed at 22.25p, representing a modest intraday gain of approximately 1.14%. The stock has recently shown signs of recovery, rallying from its 52-week low of 10.30p, though it remains well below its historical highs above 400p seen in 2020. This recent momentum is largely attributed to a positive trading update in late January 2026, where the company raised its Adjusted EBITDA guidance to £50 million for the fiscal year ending February 28, 2026, citing strong performance in the Debenhams marketplace and a successful turnaround of the PrettyLittleThing (PLT) brand.

In this mega-guide, you will explore the intricate factors currently driving the Boohoo share price, including the shift to a “capital-lite” marketplace model, the ongoing boardroom battle with Frasers Group, and the long-term price targets set by leading financial analysts for 2026 and 2027. We provide a deep dive into the company’s financial health, brand portfolio performance, and the technical indicators that every retail investor should monitor.

Current Share Price and Market Snapshot

The Boohoo Group, now increasingly referred to in financial circles as the Debenhams Group following its strategic pivot, trades on the London Stock Exchange’s AIM market under the ticker DEBS. As of early 2026, the company’s market capitalization sits at approximately £307 million, a fraction of its former multi-billion pound valuation but an improvement from the lows of 2025.

Recent volatility has been a defining characteristic of the stock. While the share price reached a peak of 29.50p within the last 52 weeks, it has faced consistent pressure from high short-interest and broader concerns regarding the UK consumer environment. However, the narrowed statutory loss of just £2.5 million reported in the most recent interim results suggests that the “execution phase” of their turnaround is yielding tangible results.

The Debenhams Marketplace Pivot

The most significant driver of the Boohoo share price in 2026 is the rapid growth of the Debenhams online marketplace. By moving away from holding massive amounts of inventory and instead acting as a platform for third-party sellers, the group has significantly reduced its operational risk and improved its gross margins.

This marketplace model now accounts for over 30% of the group’s Gross Merchandise Value (GMV). Analysts view this as a positive structural change because it requires less capital expenditure and allows the company to scale without the traditional burdens of fast-fashion logistics. The Debenhams brand alone is now on a trajectory to deliver £1 billion in GMV within the next few years.

PrettyLittleThing (PLT) Turnaround

In a surprising strategic reversal in January 2026, Boohoo announced it would retain PrettyLittleThing (PLT) rather than selling it off. The board noted that the brand’s turnaround had progressed faster than expected, with a return to material profitability.

This decision was met with a surge in the share price, as PLT is often considered the “crown jewel” of the youth brands. By integrating PLT into the marketplace ecosystem and rationalizing unprofitable lines, management believes the brand can contribute significantly more to the group’s bottom line as a core asset than as a one-off divestment.

Share Price Forecasts for 2026-2027

Analyst sentiment remains divided, though the average 12-month price target for Boohoo has recently been revised upward to approximately 24.65p. This represents a potential upside of roughly 12% from current levels, though more bullish estimates suggest a reach toward 35p if the company meets its upgraded profit targets.

High-End Bull Case

Optimistic forecasts, often cited by firms like Zeus Capital, suggest that if the marketplace model achieves its EBITDA margin targets of 15%, the share price could challenge the 60p-70p range by 2027. This scenario depends on continued debt reduction and a peaceful resolution to the shareholder disputes.

Bearish Outlook

Bearish analysts point to the “thin net assets” of the company and the intense competition from international giants like Shein. Critics argue that without a return to top-line revenue growth—which fell 23% in the last half-year—the share price may remain “value-trapped” in the 15p-20p range.

Boardroom Conflicts and Frasers Group

The influence of Mike Ashley’s Frasers Group, which owns roughly 30% of Boohoo, cannot be overstated. Frasers has frequently called for management changes and criticized the group’s executive incentive schemes, creating a persistent “governance discount” on the share price.

The ongoing tension between the Boohoo board and its largest shareholder often causes sharp, news-driven spikes in the share price. Investors frequently speculate on a potential takeover bid from Frasers, which provides a “floor” for the share price but also adds an element of unpredictability to the stock’s long-term trajectory.

Practical Information for Investors

If you are considering trading or holding Boohoo shares in 2026, keep the following logistical and financial details in mind:

• Ticker Symbol: DEBS (formerly BOO) on the London Stock Exchange (AIM).
• Trading Hours: 08:00 to 16:30 GMT, Monday to Friday.
• Dividend Policy: Boohoo currently does not pay a dividend, as all excess cash is being redirected toward debt reduction and the marketplace transformation.
• Next Earnings Date: Full-year results for FY26 are expected to be released on April 28, 2026.
• Major Shareholders: Frasers Group (~30%), Mahmud Kamani, and various institutional funds like Avantis and iShares.

Comparison: Boohoo vs. ASOS in 2026

Investors often pair Boohoo with its main rival, ASOS, when analyzing the UK e-commerce sector. In 2026, Boohoo has arguably moved faster toward a marketplace model, whereas ASOS has focused more on a “Back to Fashion” strategy involving heavy brand divestments (such as Topshop).

Frequently Asked Questions

What is the Boohoo share price today?

As of February 13, 2026, the share price is 22.25p. Prices fluctuate during market hours between 8:00 AM and 4:30 PM London time.

Why did Boohoo change its ticker to DEBS?

The company changed its ticker and began rebranding as Debenhams Group to reflect its transition from a pure-play fast-fashion retailer to a broad-based online department store and marketplace.

Is Boohoo a “Buy” in 2026?

Analyst ratings are currently Mixed/Neutral. While the technical indicators show a “Strong Sell” based on short-term moving averages, fundamental analysts see value in the turnaround, with an average price target of 24.65p.

Does Boohoo pay dividends?

No, Boohoo has never paid a dividend. The company prioritizes growth and, more recently, debt reduction and capital-lite restructuring.

Who will be the CEO of Boohoo in 2026?

Dan Finley is the current CEO. He has been a vocal advocate for the “marketplace-first” strategy and was previously the CEO of Debenhams after its acquisition by Boohoo.

What is Mike Ashley’s role in Boohoo?

Mike Ashley, via Frasers Group, is the largest shareholder (approx. 30%). He does not have a board seat but exerts significant influence through public letters and voting on executive compensation.

How has the share price performed over 5 years?

The 5-year performance is significantly negative, down over 90% from its 2020/2021 highs. However, the stock is up over 100% from its late-2025 lows.

What are the main risks to the Boohoo share price?

The primary risks include intense competition from Shein and Temu, continued declines in revenue/GMV, and the possibility of a “hard landing” for the UK economy which would hit discretionary spending.

Where can I buy Boohoo shares?

You can purchase shares through any major UK stockbroker or trading app, such as Hargreaves Lansdown, AJ Bell, or Interactive Investor, using the ticker DEBS.

What is the 2027 price prediction for Boohoo?

Some algorithmic models and analysts project a recovery to the 34p-40p range by 2027, provided the company achieves its goal of becoming net-debt free and sustains double-digit EBITDA growth.

Is Boohoo still a “fast fashion” company?

While it still owns fast-fashion brands like boohooMAN and PLT, its business model has shifted toward a marketplace platform, hosting thousands of third-party brands across beauty, home, and fashion.

Final Thoughts

The Boohoo share price in 2026 is at a critical technical and fundamental junction. While the stock has staged a significant recovery from its 2025 lows, the transition from a high-volume fast-fashion retailer to a margin-focused marketplace platform represents the most significant shift in the company’s history. For investors, the “Boohoo” of 2026 is no longer just a youth fashion brand; it is an infrastructure provider for the broader retail ecosystem.

The core of the investment case now rests on the Debenhams flywheel effect. If the group can continue to onboard third-party partners and leverage its automated logistics in Sheffield, the reduction in capital intensity could lead to a sustained re-rating of the share price. However, with thin net assets and persistent pressure from major shareholders like Frasers Group, the road back to the 100p mark remains long and fraught with execution risk.

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