Debenhams Group is expanding its Mirakl partnership with the launch of a new retail media platform enabling visibility for its 15,000-plus marketplace brands.

Through Mirakl Ads, all brands already selling on Debenhams’ marketplace will have access to self-service advertising tools, enabling them to promote products to Debenhams’ 300 million annual site visitors and drive incremental sales.

Mirakl’s marketplace platform has supported the Group’s international expansion into the U.S. and Australia, enabling its brand partners to onboard and sell their products across these markets. 

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 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,” Finley added.

This latest launch comes as the peak holiday shopping season begins, helping partners extend their reach and boost performance during the year’s highest-traffic period. 

“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,” said Adrien Nussenbaum, Co-CEO & Co-Founder of Mirakl. “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.”

The Group reports the Debenhams brand grew by 34% to £654 million in GMV in FY25, outpacing the UK’s 5.8% ecommerce growth rate to establish it as one of the country’s fastest-growing digital marketplaces.

This latest addition to the Group’s tech ecosystem follows recent initiatives including a partnership with Peak, using AI to manage sales, stock and pricing, as well as a collaboration with Refined Networks to bring its Coast, Warehouse, Oasis, Nasty Gal and Karen Millen brands to Macy’s, Bloomingdale’s and Nordstrom online marketplaces.