British online department store Debenhams has forged a partnership with virtual fitting room and virtual try on platform, be Retail Social.

The collaboration will see the integration of be Retail Social's virtual fitting room and try-on solutions into Debenhams' retail strategy.

Initially, the partnership will focus on Debenhams’ beauty segment before expanding to include the retailer's extensive fashion and apparel collections.

Debenhams CEO Daniel Finley said: "We were impressed with the team at be Retail Social - their knowledge of issues and missed opportunities in the sector, and how they have solved these with their platform to benefit both customers and us, our brands. It’s quite remarkable what we can now deliver through them as a partner.

"We love innovation and think the use of moving, personalised human avatars with social influence is a real step forward in the virtual try-on space for beauty and fashion and already seeing tangible benefits.”

Be Retail Social focuses on fashion, sportswear and beauty sectors.

The AI-powered virtual fitting rooms enable shoppers to decide whether they're the ones or someone else wearing the trousers.

This feature enhances the customer experience by offering animated, interactive, and personalised content that integrates into brand websites.

According to be Retail Social founder and CEO Simon Iddon, their engagement with Debenhams began with discussions centred on their virtual fitting room services for fashion and athletic wear.

He noted that Debenhams recognised a synergy with their own objectives in the beauty sector. The implementation process was highlighted as efficient, with the team achieving seamless integration across platforms.

This initial phase has allowed Debenhams to enhance personalization for customers and effectively showcase their wide product offerings without significant complexity, Iddon noted.

Iddon said: "There has been great progress for which we are very proud, and look forward together with Dan’s team to expanding the use of our virtual fitting room services with Debenhams’ vast range products. We are all really pleased with the results and that Debenhams are being Retail Social.”

Debenhams, established in 1778, entered administration in 2020.

Online fast-fashion retailer Boohoo acquired the company in 2021 and relaunched it as an online-only retailer.

Last month, Boohoo announced its rebranding as Debenhams Group.