UK retail company Debenhams Group has extended its existing partnership with Amazon Web Services (AWS) with a new multi-year contract.

With Debenhams Group already using AWS, the new contract will expand this to include its other brands, such as PrettyLittleThing, Karen Millen, and Boohoo.

UKTN reports that the company is also seeking to increase its use of AI across its portfolio of fashion and lifestyle brands.

“Collaborating with AWS is a key part of our long-term strategy to transform Debenhams Group into a modern, technology-led retailer, said Dan Finley, chief executive of Debenhams Group. “We’ve successfully replaced outdated legacy systems with scalable, cloud-first architecture that’s adaptable, resilient, and built to support innovation well into the group’s future.”

AWS’ Duncan Stewart added: “We’re delighted to expand our collaboration with Debenhams Group as they continue to accelerate their adoption of AI. By leveraging the flexibility and scalability of the cloud, Debenhams Group now has the technology foundations to quickly build and deploy innovative new AI-powered products and services across all of its brands, which will help drive business productivity and growth.”

Debenhams is using Amazon Bedrock for AI-generated content, including an interactive AI Room Styler, which enables customers to upload a photo and get inspiration for decor.

Debenhams has had a lengthy history. Originally founded as a single department store in London in 1778, it grew to 178 locations in the United Kingdom, Ireland, and Denmark, as well as franchised locations across Europe and the Asia Pacific.

In recent years, the company suffered financial difficulties, entering administration twice in 2019 and 2020. It was bought by online retailer Boohoo in 2020 for £55 million ($74.96m), though Boohoo did not retain any stores. Boohoo then rebranded to take on the Debenhams Group name.

No information about the retailer's previous use of data centers is available.

According to a YouTube video from AWS, the new Debenhams platform was developed in eight weeks following the acquisition by Boohoo.