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Published
Nov 16, 2020
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The Hut Group's Ingenuity offer adds Lulu Guinness, Orlebar Brown

Published
Nov 16, 2020

THG is continuing its drive to grow its Ingenuity service and on Monday announced new Ingenuity partnerships with fashion and beauty labels. It’s now partnering with Lulu Guinness, Orlebar Brown and natural beauty business BWX Ltd.


Lulu Guinness



The news came at the same time as it announced the launch of THG Eco, “which will be the driving force behind the group's bold sustainability action plan”.

The new partnerships underline the wide variety of companies that the firm’s technology solutions are serving. They include independents as well as brands owned by industry heavyweights. Luxe swimwear label Orlebar Brown, for instance, is part of the Chanel group. The brand is aiming to expand its presence in Japan, China and South Korea, as part of an end-to-end D2C partnership with THG.

Meanwhile Australian stock exchange-listed BWX is using the link-up to drive its D2C strategies for brands such as Sukin, Andalou Naturals, and Mineral Fusion in Europe, Asia‐Pacific and North America. The company will initially target five priority markets and increase to 14 markets in financial year 2022.

And Lulu Guinness its also growing its D2C audience in Japan. The partnership will “allow [it] to continue to accelerate the brand's presence in the market and meet customers' increased desire for its products,” THG said.

As for the launch of THG Eco, the company said it builds on the “continued momentum within the Ingenuity Commerce pipeline” and “will accelerate ongoing activity that will reduce THG's impact on the environment and create and implement innovative new sustainability practices”.

It’s short on detail for now, but the company said its vertically integrated business model “is well placed to embed sustainability and best practice at the heart of product design, manufacture, delivery and customer journey”. And its recent attainment of CarbonNeutral certification from Natural Capital Partners “is the first milestone on the group's new sustainability action plan”.

Founder and CEO Matthew Moulding said “the threat of climate change means that reducing the environmental impact of their operations is no longer a choice - it has become a prerequisite. We are very aware of the challenge we are all faced with, which is why the launch of THG Eco is so important and will ensure we're fulfilling our responsibilities to the planet and to the people around us as we continue to pursue our ambitious growth plans”.

It was also reported on Monday that Moulding is to receive one of the biggest payouts in UK corporate history. The rise in the recently-listed firm’s share price has seen it hit targets set at its flotation and means he’ll get £830 million in shares.

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