Debenhams Group is working with Pinterest to grow brand awareness and attract more customers.

It’s the first UK Group brand to launch a Pinterest campaign this year. Together, they’re creating a strategy to make Debenhams the go-to shopping destination for home, fashion and beauty.

Most Pinterest users visit the platform ready to shop, and 96% of searches are unbranded, making it a strong channel for Debenhams to reach people at the moment they’re deciding what to buy.

By sharing inspirational, design-led content, Debenhams helps shoppers discover and instantly buy from its growing marketplace, now home to over 15,000 brands.

Earlier this year, a Bridal campaign for its new collection achieved a 75% higher click-through rate than category benchmarks.

Debenhams is also using Pinterest’s AI tools and first-party data to personalise content and boost engagement, turning attention into measurable results.

Dan Finley, CEO of Debenhams Group, 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.”

Beth Horn, UK MD at Pinterest 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.”