Since its acquisition in 2021 by Boohoo, and transition to an online-only retailer, Debenhams is now one of the UK’s fastest-growing digital marketplaces. The business is now cementing that success with the launch of a new retail media platform. Powered by Mirakl Ads, providers of its existing ecommerce software, the addition of the retail media platform is the latest evolution of the etailer’s long-term strategic partnership with the provider.
Debenhams Group’s marketplace operations are powered by an integrated technology system, combining in-house proprietary tech innovation with partnerships such as Mirakl. 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.
The result has been growth that far outpaces the market, with the Debenhams brand seeing its gross merchandise value (GMV) rise 34% compared to 5.8% across the UK’s ecommerce market as a whole.
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. Mirakl already supports online marketplaces for a range of consumer brands including John Lewis, Superdrug, Ulta Beauty, Best Buy and Lowe’s.
“Our stock-lite, marketplace-led strategy transformed Debenhams into Britain’s leading online department store, suggests Dan Finley, Debenhams Group CEO. “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. 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.”
“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,” states Mirakl’s co-CEO and co-founder, Adrien Nussenbaum.
