The Hut Group's signs DTC deals with Elemis, By Terry, St Tropez and more

The Hut Group has announced that its THG Ingenuity operation has signed £100 million worth of partnerships with leading global beauty brands and brand owners.

The firm's technology services division announced deals with Elemis, PZ Cussons Beauty, Burt’s Bees, Nuxe, By Terry and Revolution Beauty, as new editions to its wider beauty portfolio of clients.

The deals are collectively worth £100 million plus for the company that saw turnover topping £1 billion last year.

It means THG Ingenuity “will accelerate each brand’s transition towards a direct-to-consumer (DTC) model to meet the growing online consumer demand."

Over the next year, for Elemis, THG will launch the brand through localised DTC offerings in 15 territories in Europe and Asia using its global distribution centres in the UK, Poland, Australia and Singapore “for greater fulfilment efficiencies and to offer shorter delivery times and more relevant shopping experiences to their customers."

The beauty group will also aid PZ Cussons Beauty’s “shift to DTC e-commerce at pace, with the launch of three of their consumer brands, St Tropez, Sanctuary Spa and Fudge professional, in under six weeks."

For US based natural skincare brand Burt’s Bees, THG will “initiate the European site rollout”, which started with the UK site launch in May. The company said its offering here includes trading and performance marketing analytics “to optimise performance, which has led to a fast start with website performance trading at +146% revenue vs the initial target of 60% organic growth."

As for Nuxe, the beauty brand will launch its global DTC online site with THG Ingenuity in the US, along with a joint business plan for the latter’s own reseller sites Skinstore and Lookfantastic. The second stage of the deal will see further sites rolled out across US and Asia Pacific.

The partnership with British brand Revolution Beauty will begin with delivering a DTC online business for the US and Australia this year. THG will “complement” the existing e-commerce and helping Revolution to enter new markets.

With French beauty brand By Terry, the beauty group is teaming with it on a new brand launch across all end-to-end services. “This will include brand development and strategy, content and packaging, DTC and managed services in trade and performance marketing."

The company said that as well as accessing THG Ingenuity’s full range of e-commerce solutions, the brands will “have access to, and full ownership of, an exhaustive pool of data, led by [the] data analytics division."

THG founder and CEO Matthew Moulding said: “The consumer shift to online continues at pace and a resilient, world class, DTC operation has become a necessity for brands to generate sustainable long-term growth."