Debenhams has partnered with Pinterest as part of a wider brand awareness push, becoming the first Debenhams Group brand to launch a campaign on the visual search platform in the UK.
The online department store, which is part of the Manchester-based Debenhams Group alongside brands such as PrettyLittleThing, boohoo, and Karen Millen, said the partnership supports its shift to a marketplace model by helping it reach a broader, more engaged audience.
Debenhams has already seen early success with a bridal campaign on the platform, which delivered 75% better click-through rates than category benchmarks.
The retailer is using Pinterest’s growing suite of AI-powered tools and first-party data to enhance personalisation and engagement, aiming to convert shopping inspiration into measurable commercial action.
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Debenhams Group CEO Dan Finley said: “Staying relevant is key for shoppers today. Rather than just keeping up with trends, they’re looking for inspiration and ways to get ahead of the curve, and are using Pinterest to do so.”
“Through our work with Pinterest, we’re ensuring that the wide variety of brands found on Debenhams are easily discovered, which is enabling us to reach new customers, and ensure we are the go-to destination for new fashion, home and beauty trends,” he added.
Pinterest UK MD Beth Horn said: “Debenhams Group has quickly harnessed the power of Pinterest. In partnership we’ve developed a bespoke strategy that’s transforming their presence on Pinterest from nascent to one of the most sophisticated retail brands on our platform.
“People come to Pinterest with intention: to turn inspiration into action. By leveraging our best-in-class technology and creative solutions, Debenhams can now connect our engaged users with its incredible marketplace of over 15,000 brands.”
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