Homebase enlists THG to “significantly fast-forward our digital plans” and transform its online operations

Homebase has enlisted the help of The Hut Group (THG) to “significantly fast-forward (its) digital plans” as the pair sign a 10-year partnership.

THG’s ecommerce services division THG Ingenuity has signed a multi-million pound “digital transformation partnership” with the home and garden retailer.

This will see it Homebase gain access to THG’s end-to-end technology and operating platform that has successfully driven major growth of its own brands like Myprotein, and is employed by third party brands like Nestle and Proctor & Gamble.

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

By 2021 the pair aim to launch a brand-new ecommerce platform for Homebase which will include digital design and style tools, shoppable multi-product images, instant ‘add to basket’ functionality and the integration of PayPal and Google Pay.

From THG’s perspective, it allows them to them to expand into the home retail sector, which has until now been a “predominantly offline industry” that it believes has huge potential for online growth.

For Homebase, this forms part of its scramble to digitalise its operations in the wake of the coronavirus pandemic.

“This partnership will significantly fast-forward our digital plans and create an incredible new shopping experience for customers,” Homebase chief executive Damian McGloughlin said.

“We have a unique opportunity to move with the rapidly changing retail landscape, and leapfrog ahead to an experience that exceeds customers’ demands for online shopping that’s both easy and inspirational.”

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