The Range, a home and garden retailer, has strengthened the technology powering its established online marketplace through a new partnership with Mirakl, the operating system for intelligent commerce.
The move upgrades the retailer’s previous in-house marketplace infrastructure with Mirakl’s specialist platform, providing enhanced AI-powered capabilities to manage sellers, streamline operations and support the continued growth of The Range’s digital offer. The partnership also includes Mirakl Ads, giving marketplace sellers a powerful way to advertise their products in front of The Range’s millions of shoppers and grow their sales on the platform.
The Range has operated an online marketplace for several years, providing customers with access to almost one million products across home, leisure and lifestyle categories. This model enables third-party sellers to offer products alongside its core retail assortment. Third-party marketplace partners now account for 45% of online sales, underscoring the strategic role the marketplace plays in The Range’s overall growth model.
By integrating Mirakl’s technology into its ecommerce ecosystem, The Range will benefit from improved seller onboarding, automated workflows, enhanced performance monitoring and greater operational scalability. Mirakl’s marketplace technology will support the retailer in expanding its online assortment while maintaining consistent product quality and service standards for customers.
The Range’s ecommerce platform attracted more than 200 million visits during 2025, while product views across the site grew 56% compared to the previous year. The move to Mirakl will support continued growth with a more advanced and scalable marketplace infrastructure.
CDS Superstores CEO Alex Simpkin said: “Our marketplace has played an important role in expanding the choice we can offer customers online. Moving to Mirakl strengthens the technology behind that platform, giving us a more advanced and scalable system to support sellers, improve operational efficiency and continue growing our online offer.”
“With more than 200 million visits to our website last year, this investment ensures we have the infrastructure in place to support continued ecommerce growth while delivering a better digital experience for customers.”
Sophie Marchessou, Chief Customer Officer at Mirakl, added: “The Range has built one of the UK’s most visited retail destinations, with a marketplace that already drives nearly half of its online sales. Mirakl gives them the infrastructure to scale that success further, by giving sellers powerful tools to manage their business on the platform and, through Mirakl Ads, targeted advertising to grow their sales.”
The transition to Mirakl follows a phased onboarding process that completed in March, representing the latest phase in the development of The Range’s digital platform as the retailer continues to expand its ecommerce capabilities alongside its national store network.
The upgrade forms part of a wider digital transformation programme underway at parent company CDS Superstores, which has been investing significantly in ecommerce technology.
As part of this programme, CDS Superstores is also investing in Google Cloud technologies, to improve the online customer experience. These initiatives include AI-powered search and product discovery designed to improve relevance and personalisation, while allowing customers to use more natural search queries to find products faster across an increasingly large marketplace catalogue. Together, these developments form part of the retailer’s wider investment in artificial intelligence capabilities, with further enhancements planned across personalisation, search, discovery and digital content.
The Range currently operates more than 280 stores across the UK and Republic of Ireland as part of the CDS Superstores group, which also includes wilko, Homebase and Bathstore.
Applications for new marketplace sellers remain open, with approved partners gaining access to The Range’s large and growing online customer base and new opportunities to grow their business through The Range’s advertising offering. Applications can be made at https://marketplace.therange.co.uk/.
