Debenhams Group, home to Debenhams, PrettyLittleThing, boohoo, boohooMAN, and Karen Millen, today announced the renewal of its long-term strategic partnership with Mirakl, the leading provider of eCommerce software solutions. The renewed agreement also includes a new retail media platform, powered by Mirakl Ads, further strengthening Debenhams Group’s proprietary technology ecosystem.
The announcement underscores the Group’s market-leading growth trajectory. The Debenhams brand surged 34% to £654 million in GMV in FY25, far outpacing the UK’s 5.8% e-commerce growth rate and establishing it as one of the country’s fastest-growing digital marketplaces.
Debenhams Group’s marketplace operations are powered by an integrated technology system, combining in-house proprietary tech innovation with partnerships such as Mirakl to deliver seamless experiences for customers and brand partners alike. As part of this system, Mirakl’s platform has supported the Group’s international expansion into the US and Australia and enabled thousands of curated brand partners to seamlessly onboard and sell their products across these markets.
With the launch of Mirakl Ads, all 15,000+ brands already selling on Debenhams’ marketplace – from global to emerging brands – now have access to powerful, self-service advertising tools to promote their products to Debenhams’ 300 million annual visitors, driving incremental sales.
Dan Finley, CEO of Debenhams Group, said: “Our stock-lite, marketplace-led strategy transformed Debenhams into Britain’s leading online department store – and our proprietary tech system, including key partnerships like Mirakl, has powered that success. Together, we’re scaling this proven model across our entire portfolio, creating significant upside for our own labels. We’re also enabling our third-party sellers to connect customers with even more of the brands they love. The latest evolution of our partnership unlocks new retail media opportunities for our partners as well as a new high-margin revenue stream for the Group.”
Adrien Nussenbaum, co-CEO and co-founder of Mirakl, added: “Debenhams Group is among the UK’s most forward-thinking retailers. Its fashion-led marketplaces empower shoppers with greater choice while generating built-in advertising demand from thousands of brands. Our technology has supported the Group’s impressive marketplace growth – and our new retail media offering will help accelerate momentum further.
As AI changes how consumers discover products, comprehensive selection is critical. AI will only surface what’s in your catalog. If you don’t have the product, you don’t get considered. Only a marketplace can expand that breadth of brands economically and at scale. Debenhams Group built that foundation early with Mirakl, securing a clear competitive advantage today and positioning them for AI-driven commerce tomorrow.”
The launch comes just as the peak holiday shopping season begins, helping Debenhams Group’s brand partners to increase reach and sales during the year’s highest-traffic period.
