What:

Debenhams partners with Pinterest to enhance its digital marketing strategy and boost customer growth, leveraging the platform's 570 million active users and proven success in driving website traffic.

Why it is important:

This strategic move illustrates the evolution of digital retail marketing, where visual discovery platforms become key drivers of traffic and sales conversion.

Debenhams' collaboration with Pinterest marks a significant expansion of its digital marketing capabilities, targeting the platform's extensive network of over 570 million active users who primarily visit with shopping intent. The partnership builds on previous digital success, demonstrated by a bridal collection campaign that achieved a 75% click-through rate to their websites. As the first UK group brand to launch a comprehensive campaign on Pinterest, Debenhams aims to establish itself as the primary online shopping destination across home, fashion, and beauty categories. The initiative aligns with CEO Dan Finley's vision of staying ahead of trends and providing inspiration to shoppers, while Pinterest UK managing director Beth Horn emphasizes the platform's role in converting inspiration into action. With access to over 15,000 brands through its marketplace, Debenhams is positioning itself to maximize discovery and engagement through this visual-first platform.

IADS Notes:

Debenhams' Pinterest partnership represents the latest evolution in its comprehensive digital transformation strategy. This development follows significant success throughout 2024-2025, with December 2024's Fashion Network coverage reporting a 65% increase in gross merchandise value to £359.687 million and doubled EBITDA, validating the company's digital-first approach. The strategy gained further momentum in March 2025 when, as reported by Drapers, Boohoo Group rebranded as Debenhams Group, acknowledging the platform's success in generating £205 million in net sales. May 2025's Internet Retailing coverage highlighted the company's technological innovation through virtual try-on capabilities, while June 2025's Fashion Network reported plans to expand physical beauty showrooms, demonstrating how digital excellence can support strategic physical presence. July 2025 saw further advancement with Fashion Network reporting a transformational AI partnership with AWS, enabling 20-fold efficiency improvements in product management. The Pinterest collaboration builds on this digital foundation, complementing Debenhams' successful marketplace model which, according to March 2025's Drapers coverage, has been strengthened by initiatives like DebenhamsPay+ and enhanced customer engagement tools. This comprehensive approach to digital transformation, combining social commerce, AI innovation, and strategic partnerships, has positioned Debenhams as a leader in modern retail evolution.

Debenhams turns to Pinterest to maximise advertising returns