Debenhams Group Launches Daily Advance Cash Flow Solution for 30,000 Marketplace Partners

Debenhams Group has launched a new cash flow solution, Daily Advance, in partnership with Storfund to provide its 30,000 brand partners with immediate access to sales revenue. By allowing sellers to bypass standard marketplace payment cycles, the initiative aims to improve liquidity and stock availability across its digital platforms ahead of the peak Christmas trading period.

What was announced

The Daily Advance solution is now live across the Debenhams Group ecosystem, which includes brands such as Karen Millen, boohoo, MAN, and PrettyLittleThing. The service is designed to address the liquidity gap often found in traditional marketplace payment cycles, where funds are typically held for several weeks. Under the new arrangement, Storfund advances up to 80% of a partner’s shipped sales on a daily basis. Once Debenhams Group completes its standard marketplace payment to the partner, the funds are directed into a Storfund-nominated account, after which the fintech releases the remaining 20% balance, minus applicable fees.

The rollout is particularly significant given the Group's shifting business model. Marketplace sales now account for 38.9% of Debenhams Group’s gross merchandise value (GMV), a notable increase from 32.7% during the same period last year. For the 30,000+ brand partners eligible for the service, the integration requires no additional administration and carries no subscription or set-up fees. The initiative is intended to provide sellers with the flexibility to reinvest in stock and respond to consumer demand during high-volume periods, potentially leading to better product availability and more competitive pricing for shoppers. Participation in the program is optional and subject to Storfund’s eligibility criteria.

"Giving sellers faster access to their sales revenue gives them greater flexibility to reinvest in their businesses when they need it most - particularly as we head into peak Christmas trading. It’s another example of how we’re supporting our 30,000+ brands and making it easier to do business with Debenhams Group."

Dan Finley, CEO of Debenhams Group

The companies involved

Debenhams Group has undergone a significant transformation from a traditional high-street department store into a digital-first marketplace operator. The group now encompasses several major fashion and lifestyle brands, including boohoo and PrettyLittleThing, focusing its strategy on a marketplace-led ecosystem that allows third-party brands to scale. This shift is reflected in its increasing GMV share from marketplace activities and its investment in digital infrastructure to support its vast network of brand partners.

Storfund is a fintech firm that focuses on providing liquidity solutions specifically for the e-commerce and marketplace sectors. The company’s core offering, Daily Advance, is designed to bridge the gap between a sale being made and the marketplace releasing funds to the seller. Storfund has established a significant presence in the global e-commerce market by embedding its financing solutions directly into the platforms of major retailers and marketplace providers. By automating the advance of sales revenue, the company enables small and medium-sized enterprises to maintain consistent cash flow, which is often a primary hurdle for brands attempting to scale within large digital ecosystems.

What FF News has reported before

FF News has tracked the expansion of both companies as they deepen their ties with the fintech and e-commerce sectors. In 2024, we covered how Storfund Launches Groundbreaking Financing Solution With TikTok Shop, marking a major move into social commerce. The firm’s momentum continued into 2025 when French Unicorn Mirakl Launches Financing For Ecommerce Sellers With Fintech Storfund, further cementing its role as a key liquidity provider for marketplace operators.

More recently, we reported that Castorama France Partners with Storfund to Launch Embedded Cash Flow Solution for Marketplace Sellers. Debenhams Group has also been active in expanding its financial offerings for customers; we previously noted that Sezzle Expands BNPL Network with Gymshark, Debenhams, and Follett Higher Education Partnerships, highlighting the group's broader strategy of integrating diverse fintech solutions to support both consumers and sellers.

What this means

This move highlights the growing importance of embedded B2B finance as a competitive tool for marketplace operators. By addressing the "liquidity gap," Debenhams is not just offering a financial product but is actively lowering the barrier to entry for smaller brands that lack the capital reserves to survive long payment cycles. This puts pressure on other major marketplaces to modernize their settlement processes or risk losing high-growth sellers to platforms that offer faster capital rotation. As marketplace GMV continues to rise across the industry, the ability to provide instant liquidity is becoming as essential as providing logistics or advertising services. It remains to be seen how traditional lenders will respond to fintechs becoming the primary source of working capital for the e-commerce sector.