THG Ingenuity inks 10-year strategic partnership with Maximo Group

THG Ingenuity, owner of Look Fantastic and Cult Beauty, has signed a new 10-year partnership with online beauty retailer Maximo Group.

The partnership will initially focus on re-platforming Maximo’s All Beauty and Fragrance Direct websites to THG’s Ingenuity platform, as part of Maximo’s growth plans.

In addition, THG will become Maximo’s “key operational partner” providing warehouse and fulfilment services from the second quarter of 2023.

The end-to-end technology and fulfilment services agreement covers website services including design, build, hosting and maintenance; warehousing and fulfilment services; and end customer delivery services via THG’s network of global couriers.


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The partnership is expected to add in excess of £150 million GMV to the Ingenuity platform annually.

“We are proud to announce our partnership with Maximo. This represents the early fruits of our focus on larger enterprise customers and underlines our position as the online partner of choice for the prestige beauty industry,” THG chief executive Matthew Moulding said.

“I am delighted with the progress of our refocused sales team, with our pipeline continuing to build momentum. Our unique end to end global multichannel solution means our addressable market across beauty, FMCG and retail is significant and will continue to expand as a result of our continuous programme of innovation.”

THG Ingenuity CEO Vivek Ganotra added: “We are delighted to develop further our reputation as the go to e-commerce partner for digital transformation in the beauty and wellness categories.”

“Expansion into new international markets is a strategic priority for Maximo Group, with our global distribution network and cross-border expertise enabling its brands to capitalise on the growing digital channel shift across many beauty categories.”

THG will publish its results for the year ended 31 December on 18 April.

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