Debenhams Group has partnered with Peak to implement Artificial Intelligence (AI) at scale in order to optimise product pricing and promotions.
The group, formerly known as Boohoo Group, will roll out intelligent automation across its portfolio, which is home to PrettyLittle Thing, Boohoo, BoohooMAN, Karen Millen and Debenhams, enabling real-time, automated pricing for thousands of SKUs, replacing manual processes with data-driven decision-making.
Debenhams says the technology will allow it to respond more effectively to changing demand, seasonal trends and inventory levels – supporting its ambition to become a leaner, more technologically-advanced business.
“With this technology we’ve fundamentally changed how we approach pricing. AI gives us the ability to make smarter decisions at speed, ensuring our promotions deliver the best value for our growing customer base, driving business performance as well as customer experience.”
Dan Finley, CEO, Debenhams Group
With the implementation of Peak’s AI pricing capabilities, Debenhams says time previously spent managing spreadsheets has been redirected toward implementing smarter strategies that support the group’s growth.
“This project illustrates how retailers can harness AI to enhance – not replace – human capability.”
Richard Potter, CEO, Peak
“This implementation has turned a pricing bottleneck into a competitive advantage and set a new benchmark for tech-led retail transformation,” further commented Potter. “Our work with Debenhams Group demonstrates the power of AI to drive commercial outcomes, not just through automation, but by enabling smarter, faster decision-making.”
Retail Rewired 
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