The Hut Group has launched a new entertainment website for Debenhams.
Over 20,000 games, DVD, Blu-ray and CD products will be available through the new site.
The Hut runs several white label websites for retailers such as WHSmith, Asda and CHIPS.
However, for Debenhams the firm is hoping to launch an 'advanced API' in-time for Christmas.
This API is designed to let The Hut sell its entertainment products through Debenhams' current website - removing the need for a separate white label portal.
In other news, The Hut has also announced it will power Forbidden Planet's software website. This ecommerce store is set to go live next month and will sell DVD, Blu-ray as well as games software and hardware.
“My team are working with Debenhams to create a significant launch plan to generate traffic and sales at the new entertainment store; the first of its kind within a traditional department store site,” said The Hut commercial director Richard Chapple.
“I’m really excited about the opportunity to communicate our entertainment product range to a department store demographic. I’m positive we’ll be able to grow the film, music and games market with a tactical and segmented marketing campaign to Debenhams’ customers while delivering a great commercial return.
Chapples continued: “The Hut Group is extremely proud to be working with Forbidden Planet. We will be able to add commercial value to them and broaden the product range to their customers, it’s Win Win.
“The great thing is, that Forbidden can also help The Hut Group with insight into key entertainment franchises; due to nature of products they sell they have insight into each franchise much earlier in its life cycle than we do. This will help us enormously with our key franchise planning internally, improving our offer for all our sites and partners.”
The firm announced last week that it had secured £14m worth of investment to help fund acquisitions.
It's not the first time Debenhams has partnered with someone over an entertainment offering. The chain had previously worked with GAME to launch concessions in 25 of its stores. However, GAME closed these concessions earlier this year.