Debenhams Group has announced the promotion of Paul Aspden to chief technology officer as part of its plans to scale the company’s use of technology and AI.

Aspden has worked at the fashion retailer for over three years as director of technology. Since joining the Group, Debenhams said he has played a pivotal role in establishing the business as an early adopter of innovative technology, transforming how the Group trades, creates and serves customers.

In his role as director of technology, Aspden developed and scaled the technology ecosystem which underpins the Group’s marketplace model, which Debenhams said is a shift that has been central to the turnaround of the business.

In his new role, Aspden will focus on scaling Debenhams Group’s technology platform, aiming to improve brand partner onboarding and management. He will also integrate AI more widely across the business, building on his previous work in partnership with external technology companies.

Aspden also supported the creation of the Group’s AI Skills Academy, developed in partnership with edtech company Multiverse, to equip employees with practical AI capabilities and help address the AI skills gap.

“Having worked closely with Paul for the last 12 years, what's always stood out to me is the way he combines strong technological expertise and leadership with real commercial impact,” said Dan Finley, chief executive of Debenhams Group. “He has been instrumental in advancing the technology that underpins our marketplace model while introducing AI-driven innovations that have supercharged both the customer experience and our operational efficiency.”

In January, Debenhams Group announced the rollout of agentic AI-powered post-purchase technology across its brands.

The technology, developed by Seel, is designed to streamline the post-purchase experience across the retailer’s portfolio, including Debenhams, Karen Millen, boohoo, boohoo Man, and PrettyLittleThing.

The feature works through a one-click integration at checkout, with the technology managing claims, refunds and support.

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