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How THG Ingenuity is working with beauty brands from Elemis to Burt’s Bees to to sell direct to customers

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The Hut Group today announced it had won new contracts worth more than £100m to help beauty brands including Elemis and Burt’s Bees sell directly to shoppers online. 

The Hut Group’s technology and ecommerce platform division THG Ingenuity is to support brands that also include PZ Cussons Beauty, Nuxe, By Terry and Revolution Beauty with full direct-to-consumer support, from website development to payment processing and order fulfilment – including delivery. Brands will also have access to THG’s own data. 

Elemis, for example, is to launch into 15 territories in Europe and Asia over the next year, using THG’s ability to offer localised commerce and its distribution centres in the UK, Poland, Australia and Singapore. PZ Cussons Beauty will move fast to direct-to-consumer ecommerce, launching brands including St Tropez, Sanctuary Spa and Fudge profession in less than six weeks. THG launched a UK site for Burt’s Bees this May and will follow that with sites in Europe. 

Nuxe is to launch a global direct-to-consumer online business via THG Ingenuity in the US, before expanding to America and Asia Pacific. UK brand Revolution Beauty is to sell direct to consumers in the US and Australia this year before expanding to new markets int eh future. And French brand By Terry is to work with THG Ingenuity on a new brand launch, from brand development and strategy through to content, packaging, direct to consumer sales and managed trade and performance marketing services. 

Matthew Moulding, founder and chief executive of THG, said: “The consumer shift to online continues at pace and a resilient, world class direct-to-consumer 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 latest 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.”

THG says it has a long pipeline of innovation under development. In the beauty sector, for example, it has filed a patent for its own foundation finder technology, which promises to enable customers to colour match at home using THG’s own colour card, machine learning and computer vision technology. Such innovations, it says, will be increasingly important for brands looking to win beauty shoppers’ attention. 

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