The owner of Boohoo and Debenhams has scrapped plans to sell off the PrettyLittleThing brand as its turnaround efforts pay off. The Debenhams Group – renamed last year from Boohoo – now expects profits of £50million for the year to February 28, up from previous guidance for around £45million. It was ‘particularly pleased’ with the revival at PrettyLittleThing and its improvement in profitability. In August last year, the business said it was considering the sale of its PrettyLittleThing brand, having already secured around £50million in annual savings and cut its staff headcount by 30 per cent. It said the improvement was driven by the online Debenhams brand, where gross merchandise value and earnings grew over the half-year.