Debenhams renews marketplace partnership with Mirakl

Debenhams Group has renewed its long-term partnership with e-commerce software solutions provider Mirakl. It includes the  launch of a new retail media platform powered by Mirakl Ads, while strengthening its wider technology offer.

Mirakl Ads gives 15,000+ brands self-serve tools to promote products to Debenhams’ 300 million annual visitors, “driving sales ahead of peak trading and supporting the Group’s marketplace-led strategy”, further strengthening Debenhams Group’s proprietary technology ecosystem.

The announcement underscores the group’s “market-leading growth trajectory” as Debenhams brand surged 34% to £654 million in GMV in FY25, “far outpacing the UK’s 5.8% e-commerce growth rate and establishing it as one of the country’s fastest-growing digital marketplaces”.

Dan Finley, CEO of Debenhams Group, said: “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.”