British retailer Debenhams taps fabric commerce platform to boost fashion and beauty shopping experience

Debenhams, a 243-year-old European department store that was reimagined as a direct-to-consumer retailer in 2021 following a Boohoo Group acquisition, has selected fabric to power its fashion and beauty product catalogue across 11 brands.

Debenhams increased its catalogue to three million SKUs with fabric, which in turn has allowed the company to serve multiple stores and merchandise over 7,000 collections across thousands of categories, giving the retailer the flexibility to display products in ways that improve conversion.  

"We got Debenhams live in just under three weeks with an enterprise grade product catalogue designed to accommodate their extensive and complex range of products,” says Mike Micucci, CEO at fabric.

“Our platform was purpose built to deliver the on-demand scale and performance Debenhams required to easily deploy millions of daily product updates and leverage our unique collections capability to merchandise across eleven storefronts.”  

"fabric's innovative and modern platform has transformed how we manage and deliver products across any channel, allowing us to significantly scale our offering and provide the best experience for shoppers,” says Dan Finley, CEO at Debenhams.

“With fabric, we have the flexibility and business agility to make real-time changes and merchandise our products at the speed our business demands.”

Migrating from its legacy system, Debenhams says that it implemented fabric's enterprise solution to boost data quality, reduce manual entry, and streamline operations, all within a three-week timeframe.

It now has a single source of truth for product data, across both first-party and third-party vendors, streamlining workflows and providing standardised data across all sources. 

Its merchandisers can easily centralise, organise, and deliver data efficiently and in real-time in fabric's operator console.

And now, with the platform, they have the agility to incrementally integrate new commerce services, aligned with their evolving business requirements.