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(Alliance News) - THG PLC on Thursday announced a 10-year pact with beauty and fragrance company Maximo Group Ltd, which operates websites including allbeauty.com and fragrancedirect.co.uk.
The Manchester Airport-headquartered e-commerce retail company said the partnership will initially focus on re-platforming All Beauty and Fragrance Direct to the Ingenuity platform as part of Maximo's strategic growth plans.
THG Ingenuity will also become Maximo's key UK operational partner, THG said, providing warehouse and fulfilment services from the second quarter of 2023. This will involve providing website services, warehousing and fulfilment, and end customer delivery services through THG's network of couriers.
THG expects the partnership to add over GBP150 million in annual gross merchandise value to the Ingenuity platform, with the ambition to re-platform the site by the end of the second quarter.
"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," said THG Chief Executive Officer Matthew Moulding.
"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."
Ian Smith of Maximo added: "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.
"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."
THG will also publish its 2022 results and trading statement for the first quarter of 2023 on April 18.
Shares in THG surged 4.9% to 66.81 pence each in London on Thursday morning.
By Greg Rosenvinge, Alliance News reporter
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