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Boohoo is preparing to cut around 100 jobs at its London office connected with the former Arcadia brands Burton, Dorothy Perkins and Wallis which it rescued from administration.

The Manchester-headquartered fashion giant added the brands will retain their 'distinct identities' as well as their websites.

The number of redundancies planned was first reported by The Times but Boohoo said that a consultation is underway and a decision on the final number of job cuts had not been taken yet.

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Boohoo also denied that the former Arcadia brands were being merged, instead saying they are 'undergoing an organisational restructure'.

A spokesperson for boohoo group said: "As a British retailer, we are proud to have secured the future of some of our industry’s most recognised brands, strategically accelerating our ambition to be a leader, not just in fashion eCommerce, but in new categories including beauty, sport and homeware.

"To ensure long term, sustainable growth of our brands we have taken the difficult but necessary decision to consider a proposal to reduce the number of roles in specific areas of the business.

"Our people teams will be supporting those potentially affected. We are committed to our portfolio and believe that all of our brands have a significant role in the ongoing success of the group and are maximising their individual potential for growth."