Pure Beauty

Beauty helps Debenhams clinch status as ‘largest’ online shopping destination

By Becky Bargh | Published: 7-Oct-2021

New, nimble e-commerce site aims to stay ahead of customer’s changing demands in the digital shopping, and is poised to bring one dozens of new brands

Boohoo Group-owned online retailer Debenhams has embarked on its digital transformation with a new e-commerce platform.

Powered by major Saas provider Mirakl, the evolution of the former high street staple makes it the UK’s ‘largest’ marketplace across beauty, fashion, sport and homeware.

Among beauty shoppers, Debenhams has emerged as a favourite buying destination.

The online space is the number two seller of skin care products in the UK and has the largest market share in make-up, according to the business’ owner.

“With the launch of this marketplace, we are evolving the Debenhams brand to stay ahead of the demands of the current digital-first world of commerce,” said Jo Graham, Chief Information Officer, for Boohoo.

“With its unmatched technology, expertise and seller ecosystem, Mirakl is supporting us to drive forward Debenhams’ digital transformation, while ensuring we maintain the iconic brand that customers have come to love since its creation over 240 years ago.”

By using the Mirakl platform, debenhams.com will be able to quickly onboard new brands, with 200 new companies made available through the marketplace.

The group also said that new suppliers and brands are joining the site’s 70,000 new products weekly.

“In creating an online marketplace, Debenhams is able to transform the way it reaches and engages with both existing customers and a new customer base of digital native shoppers, by providing a one-stop online shop,” said Adrien Nussenbaum, co-founder and co-CEO of Mirakl.

“In order to thrive, businesses need to invest in their online platforms to help better navigate the new world of retail and remain resilient.

“This partnership with Debenhams is further validation of the capacity of our market-leading solution to enable UK retailers to meet changing customer demand and lead in this new digital age.”

The British department store chain was given a second chance at trading, upon its take over from Boohoo in January this year – even if it is only in the online space.

Boohoo snapped up the former department store chain for £55m, which saw the group takeover Debenhams’ robust online business, and its 300 million shoppers.

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