THG Ingenuity has today (6 April) announced a new partnership with e-commerce beauty retailer Maximo, which runs sites including allbeauty.com and fragrancedirect.co.uk.

The extensive 10-year partnership will initially deal with re-platforming All Beauty and Fragrance Direct onto the Ingenuity platform, with THG also becoming Maximo’s key UK operational partner – offering warehouse and fulfilment services from Q2 2023.

The agreement will be worth an estimated £150 million GMV to the Ingenuity platform annually and will also cover website services including design, build, hosting and maintenance 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,” THG CEO, Matthew Moulding said.

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“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.”

Maximo Group CEO, Ian Smith 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.”