What: Debenhams partners with Pinterest to enhance digital marketing strategy and boost customer growth through the platform's 570 million active users, achieving a 75% click-through rate for their bridal collection campaign.

Why it is important: This strategic partnership demonstrates how traditional retailers can leverage social commerce platforms to drive digital transformation, particularly significant as Debenhams Group continues its successful evolution from a £359.687 million marketplace to a technology-led retailer.

Debenhams has launched a pioneering marketing initiative by partnering with Pinterest's visual discovery engine to expand its digital presence and customer reach. As the first UK retail group to implement a comprehensive Pinterest campaign, Debenhams aims to establish itself as the primary online destination for home, fashion, and beauty products. The strategy has already shown promising results, with their bridal collection campaign achieving an impressive 75% click-through rate to their websites, significantly exceeding category benchmarks. The partnership targets Pinterest's extensive network of over 570 million active users, most of whom visit the platform with shopping intent. CEO Dan Finley emphasizes the importance of staying relevant to modern shoppers who use Pinterest not just to follow trends but to discover inspiration and stay ahead of the curve. This collaboration enables Debenhams to showcase its marketplace of over 15,000 brands more effectively to a highly engaged audience.

IADS Notes: This Pinterest partnership represents the latest milestone in Debenhams' digital transformation journey throughout 2024-2025. Following their December 2024 success with a 65% increase in gross merchandise value to £359.687 million, the company has consistently innovated in digital engagement. In May 2025, they implemented virtual try-on technology, while July 2025 saw a transformational multi-year AI deal with Amazon Web Services. The success of their digital-first approach has been so significant that it led to Boohoo Group rebranding as Debenhams Group in March 2025, acknowledging the platform's strong performance. This Pinterest initiative aligns with their broader strategy of combining technological innovation with practical solutions to enhance customer experience and drive growth.

Debenhams turns to Pinterest to maximise advertising returns