Pure Beauty

THG unveils 10-year partnership with beauty and fragrance group Maximo

By Alessandro Carrara | Published: 12-Apr-2023

The collaboration will also initially focus on re-platforming THG’s All Beauty and Fragrance Direct brands to Ingenuity

THG has entered into a new ten-year partnership with beauty e-commerce retailer Maximo Group.

THG’s digital e-commerce platform Ingenuity will become Maximo’s key UK operational partner, providing warehouse and fulfilment services from Q2 2023.

The partnership between the two companies is expected to add in excess of £150m in value to Ingenuity annually.

“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,” said Matthew Moulding, CEO of THG.

“I am delighted with the progress of our refocused sales team, with our pipeline continuing to build momentum.”

The duo will also collaborate together to re-platform THG’s All Beauty and Fragrance Direct brands onto Ingenuity.

“Aligning our digital strategy with THG Ingenuity’s technology and operational capabilities will enable our customers to benefit from an enhanced shopping experience, from browsing on site, through checkout to delivery,” added Ian Smith, CEO of Maximo Group.

“As a brand owner, THG understood our ambitions from the outset, with Ingenuity’s track record of re-platforming large beauty brands making them a natural strategic partner."

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