Debenhams Group has introduced a retail media network powered by Mirakl, designed to allow the more than 15,000 brands on the Debenhams marketplace to access self-service advertising tools that will help them connect with Debenhams’ 300 million annual visitors.
Debenhams, a storied British department store, was acquired by Boohoo Group in January 2021 and began its transition to online-only retail. Debenhams already had been using the Mirakl platform to run its marketplace, which has been key to the UK brand’s expansion to the U.S. and Australia. The retailer’s marketplace is powered by an integrated technology system that combines proprietary tech innovation with partnerships such as the one with Mirakl.
“Together, we’re scaling this proven model across our entire portfolio, creating significant upside for our own labels,” said Dan Finley, CEO of Debenhams Group in a statement. “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.”
In July 2025 Mirakl partnered with Criteo to unlock untapped retail media opportunities for third-party marketplace sellers and other mid- to long-tail advertisers. Mirakl supports online marketplaces for brands including Ulta Beauty, Best Buy and Lowe’s.
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“Debenhams Group is among the UK’s most forward-thinking retailers,” said Adrien Nussenbaum, Co-CEO and Co-founder of Mirakl in a statement. “Its fashion-led marketplaces empower shoppers with greater choice while generating built-in advertising demand from thousands of brands. Our new retail media offering will help accelerate momentum even further.
“As AI changes how consumers discover products, comprehensive selection is critical,” Nussenbaum added. “AI will only surface what’s in your catalog. 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. Debenhams Group built that foundation early with Mirakl, securing a clear competitive advantage today and positioning them for AI-driven commerce tomorrow.”
