Overview
Debenhams is Britain's online department store, selling fashion, beauty, home and gifts at debenhams.com. After its stores closed, it was relaunched as an online marketplace where brand partners sell directly to Debenhams customers. For a fashion, beauty, home or lifestyle brand, Debenhams is one of the fastest-growing marketplaces in the UK.
Who is behind Debenhams
Debenhams is owned by the group formerly known as Boohoo Group, which bought the brand out of administration and in March 2025 started operating as Debenhams Group. The group's other brands are Karen Millen, boohoo, boohooMAN and PrettyLittleThing (PLT). In the year to 28.02.2025, the Debenhams brand's GMV grew 34% to GBP 654 million. In the six months to 31.08.2025, its GMV grew a further 20% to about GBP 319 million, with EBITDA up 50%. The group says it has a clear path for Debenhams to reach GBP 1 billion in GMV within three years.
A marketplace-led model
Debenhams Group describes its marketplace as stock-lite, capital-lite, margin-rich and highly cash generative. Marketplace sales made up 32% of the group's GMV in the first half of 2025/26, up from 19% a year earlier, and all group brands now run on its own marketplace technology. Debenhams has around 20,000 marketplace partners, about double the number a year earlier. The Debenhams site is also home to the group's own labels, such as Wallis and Burton.
How selling on Debenhams works
- Brand partners sell directly to Debenhams customers in the UK and Ireland, in GBP.
- The partner holds the stock and ships orders, since Debenhams works stock-lite.
- Product content standards. Debenhams has its own rules for titles, images and variant grouping.
- Fast order handling and returns, with clear rules on service levels and refunds.
- UK compliance for each category, such as textile labelling or cosmetics rules.
Why Debenhams matters for brands
Debenhams combines a well-known British department store name with a fast-growing marketplace, giving brands access to UK shoppers without wholesale buying.
How eBrands looks at Debenhams
eBrands sells on Debenhams and works with brands on marketplaces across Europe and North America. If you want to see how Debenhams could sit alongside the channels you already use in the UK, we are happy to talk it through.
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