The Hut Group has signed £100m of deals with major beauty brands which will use its tech platform to sell directly to consumers.
The group has struck up partnerships with brands including Elemis, PZ Cussons Beauty, Burt’s Bees, Nuxe, By Terry and Revolution Beauty.
They will use the group’s Ingenuity platform to transition towards a direct-to-consumer model to meet growing online consumer demand as well as accessing the platform’s full range of ecommerce services.
For Elemis THG will launch its direct to consumer offerings across 15 territories in Europe and Asia over the next 12 months. Elemis will use THG’s localisation expertise and global distribution centres in the 海角视频, Poland, Australia and Singapore for greater fulfilment efficiencies and to offer shorter delivery times and more relevant shopping experiences to their customers.
The PZ Cussons Beauty partnership will see the launch to consumers of three of their consumer brands, St Tropez, Sanctuary Spa and Fudge professional, in under six weeks.
THG will initiate the European site roll-out for Burt’s Bees, the natural skincare brand, which commenced with the 海角视频 site launch in May 2020.
Nuxe will launch its global DTC online business with THG Ingenuity in the USA, complemented by a JBP for THG Ingenuity’s own reseller sites Skinstore and Lookfantastic. The next phase of the partnership will see further sites rolled out across America and Asia Pacific.
Revolution Beauty – THG initially delivered Revolution Beauty’s DTC online business for the US and Australia in 2020 and will now enable it to enter new markets.
Most Read
THG is partnering with French firm By Terry on a new brand launch across all end-to-end services. This will include brand development and strategy, content and packaging, DTC and managed services in trade and performance marketing.
Matthew Moulding, founder and CEO of THG, said: “The consumer shift to online continues at pace and a resilient, world class, DTC operation has become a necessity for brands to generate sustainable long-term growth.
"Through THG Ingenuity’s proprietary technology, brands can leverage our end-to-end capabilities to launch, market and fulfil their product offering at pace and accelerate their international expansion.
“The latest partnership agreements with some of the leading international beauty brands are a testament to the strength of THG Ingenuity’s proven technology services.”