The Hut Group and Homebase sign 10-year D2C partnership

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THG Ingenuity, the e-commerce services division of THG, today announces a 10-year partnership with Homebase in a multi-million-pound deal to digitally transform the British home and garden retailer.

Homebase will have access to THG Ingenuity’s proprietary end-to-end ecommerce solution to replace current systems, including web development and hosting, a global fulfilment and payment infrastructure, digital channel and proposition management, brand building and strategy, alongside the production of digital first content from THG’s content studios.

Teaming THG Ingenuity’s digital strength with the in-store knowledge and heritage of Homebase will create a scalable, immersive omni-channel opportunity for the retailer, boosting its direct to consumer (“D2C”) potential in the UK and internationally, launching the fully integrated proposition from early 2021. The end-to-end and fully integrated solution will deliver a seamless customer experience through operations and data including reserve in store, endless aisle, loyalty, digital kiosk and personalisation.

This major long-term partnership with Homebase is part of THG Ingenuity’s strategy to expand in the home retail sector; a predominantly offline industry that presents a huge potential for digital growth via ecommerce in better supporting a frictionless customer purchase journey between instore and online.

THG Ingenuity is THG’s proprietary, end-to-end technology and operating platform that has enabled the group to successfully build and scale its own global, D2C brands, including Myprotein and lookfantastic. THG Ingenuity’s third-party clients include Nestle, Proctor & Gamble and PZ Cussons.

Matthew Moulding, founder and chief executive officer of THG, said: “We are incredibly excited to be working with one of the UK’s biggest players in the home and garden retail sector and there is huge potential for us to grow Homebase’s D2C capabilities with our proven infrastructure and services.

“The global retail landscape is changing and the current climate has accelerated digital plans for many businesses. This partnership is testament to the strength and reputation of THG Ingenuity to deliver a world-leading ecommerce solution that can power businesses of all sizes, in the UK and globally.”

Damian McGloughlin, CEO of Homebase, comments: “This partnership will significantly fast-forward our digital plans and create an incredible new shopping experience for customers. We have a unique opportunity to move with the rapidly changing retail landscape, and leapfrog ahead to an experience that exceeds customers’ demands for online shopping that’s both easy and inspirational. We’ll combine the best of bricks-and-mortar with The Hut Group’s world-class expertise, to advise, excite and inspire our customers with new ways of shopping we know they’ll love.”