Agentic post-purchase platform Seel announces tie up with boohoo owner Debenhams Group

Debenhams Group is rolling out Seel’s AI powered Worry-Free Purchase programme throughout Europe, Australia, Canada, and the United States, with the aim of delivering a more streamlined post-purchase experience to its portfolio, which includes brands like Debenhams, Karen Millen, boohoo, boohoo Man, and PrettyLittleThing.

Worry-Free Purchase offers shoppers extended return windows, white glove claims support, and delay protection.

“Providing our customers with an exceptional shopping experience has always been at the heart of our customer experience strategy,” says Daniel Finley, Group CEO at Debenhams. "Our partnership with Seel represents a transformative enhancement to our customer journey, extending our commitment to excellence beyond the checkout moment. We want to ensure every purchase, delivery, and resolution feels effortless for our shoppers.”

"Partnering with Debenhams Group marks another exciting step toward our commitment to bring worry-free shopping to millions of customers around the globe," says Laura Huddle, Chief Revenue Officer at Seel.

"We're excited to work alongside one of the UK's most iconic retailers, now operating across multiple continents, to elevate the post-purchase experience and allow consumers to buy and shop with confidence wherever they are." 

RTIH AI in Retail Awards

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

Check out our finalists 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 2026 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 2026 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.