Apr 6, 2023
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THG Ingenuity inks Maximo Group partnership deal

Apr 6, 2023

Beauty e-tailer and e-commerce tech specialist THG on Thursday announced that its THG Ingenuity division has a major new partnership. It’s with fellow beauty e-tailer Maximo Group, which owns destination sites including allbeauty.com and fragrancedirect.co.uk.


The 10-year deal will initially focus on moving All Beauty and Fragrance Direct to the Ingenuity platform, “as part of Maximo's strategic growth plans”. Ingenuity will also be Maximo's “key UK operational partner, providing services from Q2”.

The deal takes in website services including design, build, hosting and maintenance; warehousing and fulfilment services; and end customer delivery services via THG's network of global couriers.

And it’s expected to add more than £150 million in General Merchandise Value to the Ingenuity platform annually.

THG’s CEO Matthew Moulding said the agreement “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.”

Ingenuity’s CEO Vivek Ganotra added that “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”.

Meanwhile, a report in the Manchester Evening News said that THG has put almost 200 jobs at risk in Greater Manchester. It’s said to have informed staff this week that 180 roles are at risk of redundancy at THG Studios due to the closure of its OnDemand division. 

The Studios operation has been a long-term part of the company and supports its brands including ESPA and LookFantastic.

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