Fragrance Direct owner Maximo Group partners with THG to drive growth

THG has launched a 10-year partnership with beauty e-commerce retailer Maximo Group to maximise growth across sites including All Beauty and Fragrance Direct.

The partnership will initially focus on moving All Beauty and Fragrance Direct to the Ingenuity platform. THG Ingenuity will also become Maximo’s "key UK operational partner", providing warehouse and fulfilment services from Q2 2023.

The end-to-end technology and fulfilment services agreement includes website services such as design, build, hosting and maintenance, warehousing and fulfilment services, and customer delivery services via THG’s network of global couriers.

The deal is expected to add in excess of £150 million in General Merchandise Value to the Ingenuity platform annually, with the ambition of re-platforming the site by the end of Q2 2023.

THG's Ingenuity is an end-to-end e-commerce platform that "supports the entire consumer, brand owner and retailer market, both locally and globally". In its financial results for the year ending 31 December 2022, THG Ingenuity saw sales rise 7.1% to £208.1 million. Total group sales rose 4.1% to £2.25 billion.

Matthew Moulding, CEO of THG, said: "We're 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 partner of choice for the prestige beauty industry."

Ian Smith, from Maximo Group, 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."