Debenhams Group, which owns brands including PrettyLittleThing, Karen Millen and boohoo, has announced it will launch a new retail media platform.

The online retailer said that over 15,000 brands selling on its marketplace will now have access to self-service advertising tools to promote their products to around 300 million customers who visit the Debenhams websites each year.

The platform will be launched in partnership with Mirakl, an e-commerce software company.

The launch coincides with the start of the peak festive holiday shopping period, which Debenhams Group said will help brands increase reach and sales during the year’s highest traffic period.

Debenhams Group’s marketplace operations are powered by an integrated technology system, which combines technology developed in-house with that of vendors.

Dan Finley, chief executive of Debenhams Group said that the system has helped to transform the company into “Britain’s leading online department store”.

He added that plans to scale this model across its entire portfolio will create a “significant upside” for its own labels.

“We’re also enabling our third-party sellers to connect customers with even more of the brands they love,” continued Finley.

Earlier this month, Debenhams Group announced it had adopted a new agentic AI tool to manage sales, stock and pricing more effectively across its portfolio.

The retailer said the technology will enable faster, data driven decision making during the festive season, which is the busiest trading period of the year for Debenhams Group.

By combining information on stock, pricing and promotions, the retailer said the system gives teams a clearer view of demand and performance, helping them respond quickly as shopping patterns shift through the season.

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