The Hut Group signs £100m of deals with beauty brands to build direct-to-consumer operations

The Hut Group (THG) has signed more than £100 million worth of deals with a range of leading beauty brands in an initiative to ramp up their direct-to-consumer (DTC) operations.

THG Ingenuity, the retail group’s technology services arm, has announced new partnerships with Elemis, PZ Cussons Beauty, Burt’s Bees, Nuxe, By Terry and Revolution Beauty.

Each partnership is aimed at accelerating the brands’ ability to sell directly to consumers, instead of through third party retailers, to meet growing demand from consumers.

Each brand will have access to THG Ingenuity’s tech solutions and ecommerce infrastructure, including everything from digital payment capabilities to data analytics.

“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,” THG’s chief e4xecutive Matthew Moulding said.

READ MORE: The Hut Group to launch its own airline “THG Air”

“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 our proven technology services.”

In May THG announced plans to make the unexpected move into the aeronautical business with the  launch of “THG Air”.

The retail group, which owns brands including Myprotein, Lookfantastic, Glossybox, Illamasqua and The Hut has entered a new partnership with Singapore Airlines.

This partnership will see it purchase two of its own dedicated cargo planes and charter over 100 flights by the end of October 2020, operating out of Manchester Airport where the brand is based.

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