Debenhams Group keeps the faith with Mirakl in deal that includes new retail media platform

Debenhams Group, home to Debenhams, PrettyLittleThing, boohoo, boohooMAN, and Karen Millen, reports the renewal of its long-term partnership with Mirakl, a provider of e-commerce software solutions. This includes a new retail media platform, powered by Mirakl Ads.

Debenhams Group’s marketplace operations are powered by an integrated technology system, combining in-house proprietary tech with partnerships such as Mirakl. As part of this system, the latter’s platform has supported the company’s international expansion into the US and Australia and enabled thousands of curated brand partners to onboard and sell their products across these markets. 

With the launch of Mirakl Ads, all 15,000+ brands already selling on Debenhams' marketplace now have access to self-service advertising tools to promote their products to Debenhams' 300 million annual visitors.

Dan Finley, CEO at Debenhams Group, says: "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 at Mirakl, says: "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 catalogue. 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.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.