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The Hut Group Ingenuity signs 10-year deal with Fragrance Direct owner

The Hut Group

The Hut Group Ingenuity (THG) has penned a decade-long partnership with beauty and fragrance company Maximo Group, which operates websites All Beauty and Fragrance Direct.

The partnership, which is expected to add in excess of £150 million GMV to the Ingenuity platform annually, will initially focus on re-platforming All Beauty and Fragrance Direct to the platform, as part of Maximo’s strategic growth plans.

THG Ingenuity will also become Maximo’s key UK operational partner, providing warehouse and fulfilment services from Q2 2023.

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The partnership will also consist of website services including design, build, hosting and maintenance; warehousing and fulfilment services; and end customer delivery services via THG’s network of global couriers.

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

“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 continued: “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.”

Founder and CEO of Maximo Group, Ian Smith, the move will enable our customers to benefit from an “enhanced shopping experience”.

He concluded: “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. We have been deeply impressed with the speed at which Ingenuity have delivered and their commitment to a true partnership from outset.”

Image credit: Shutterstock

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