Debenhams Group, owner of a stable of major high street and online brands including PrettyLittleThing, Boohoo, BoohooMAN and Karen Millen, has adopted artificial intelligence to overhaul how it prices and promotes products across its retail portfolio. The retailer has partnered with AI platform Peak – owned by UiPath – to implement real-time, automated pricing decisions […]
Debenhams Group, owner of a stable of major high street and online brands including PrettyLittleThing, Boohoo, BoohooMAN and Karen Millen, has adopted artificial intelligence to overhaul how it prices and promotes products across its retail portfolio.
The retailer has partnered with AI platform Peak – owned by UiPath – to implement real-time, automated pricing decisions across thousands of Stock Keeping Units (SKUs).
The rollout replaces manual, spreadsheet-driven processes with a data-driven system designed to improve margin protection, reduce excess inventory, and increase customer satisfaction through more targeted promotions.
The platform allows pricing decisions suited to individual product performance, rather than broad discounting campaigns, which it says helps ensure discounts are more relevant to shoppers and more effective commercially.
“With this technology, we’ve fundamentally changed how we approach pricing,” said Dan Finley, CEO of Debenhams Group. “AI gives us the ability to make smarter decisions at speed, ensuring our promotions deliver the best value for our growing customer base and driving both business performance as well as the customer experience.”
According to Peak, the system allows the Group’s brands to react more quickly to fluctuations in demand, seasonal shifts, and changing inventory levels. It also notes that Peak’s AI capabilities free up merchandising and pricing teams to focus on broader strategy rather than reactive price-setting.
Previously, pricing and promotional decisions relied on manual analysis and trial-and-error markdowns.
Early results show gains in sales, gross margins and cash flow, according to the company.
“This project illustrates how retailers can harness AI to enhance – not replace – human capability,” said Richard Potter, CEO and co-founder of Peak. “This implementation has turned a pricing bottleneck into a competitive advantage and set a new benchmark for tech-led retail transformation.”
