Our Group

The Group’s vision is to lead the fashion e-commerce market globally, in a way that delivers for its customers, people, suppliers and stakeholders, delivering the latest fashion at great prices, combined with excellent customer service.

What separates the group from other apparel retailers?

A diverse brand portfolio with five core brands, eight labels and marketplace model the group can address the needs of customers across a wide demographic globally, offering fashion, home and beauty products.
A flexible and agile sourcing model, allowing the group to operate with speed, underpinning its fashion credentials and ability to disrupt, giving more choice, minimising risk, and great value for customers.
A scalable in-house platform, with proprietary technology – offering e-commerce expertise, best in class logistics and great customer service.

What will drive our profitable growth?

Extensive, diverse brand portfolio and clear brand strategy

A portfolio of 5 core brands and 8 labels enables the group to address a diverse global customer base. The diversity of our brands reduces risk and gives the group a competitive advantage.

Debenhams: our digital department store

Unlocking Debenhams’ significant potential presents upside for market share gains across fashion and new product areas including home, electronics and beauty, all through its capital-light, low-risk marketplace model.

Automation efficiencies

The completion of the state-of-the-art automation project at the Sheffield Distribution centre drives efficiencies and the group’s ability to scale easily. During FY24 peak trading there was a 8x pick rate improvement and cost per throughput unit was down 47%.

Cost saving programme

The cost saving programme has already seen benefits in this financial year, with operating costs decreasing and margin improving. As market dynamics and the macroeconomic environment improves, the group is positioned with a cost base to drive profitable growth.

Being closer to our customer

The opening of a US distribution centre drives a step change in the group’s proposition and ability to disrupt and grow market share in North America.

Financial & Operational Statistics

Year ending February 2019 2020 2021 2022 2023
Sales 857 1,235 1,745 1,983 1769
Growth 48% 44% 41% 14% -11%
Adjusted EBITDA (1) 84.5 126.5 173.6 125.1 63.3
Adjusted EBITDA Margin 9.9% 10.2% 10.0% 6.3% 3.6%
Active Customers (2) 10.7m 13.9m 17.8m 19.9m 18.0m
Number of Orders 30.5m 42.2m 53.4m 62.4m 55.5m
Order Frequency(3) 2.85x 3.04x 3.00x 3.14x 3.08x
Average order Value(4) £41.29 £43.50 £46.06 £48.16 £53.32


  1. Defined as profit before tax, interest, depreciation, amortisation, share-based payment charges and exceptional items.

  2. Defined as unique customers to account for multi-brand shoppers and having shopped in the last 12 months

  3. Defined as number of orders in last 12 months divided by number of active customers

  4. Calculated as gross sales including sales tax divided by the number of orders