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THG Ingenuity and Homebase agree 10 year D2C digital transformation partnership
The room of a home with Homebase products in

THG Ingenuity, the Ecommerce 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 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.” 


For more information, please contact: 

The Hut Group (THG): Viki Tahmasebi,,  07966 028340 

M&C Saatchi Public Relations – on behalf of Homebase: Flick Hudson, HomebasePR@mcsaatchi.com07809 463567

Homebase: Claire Abercrombie,, 07753 310573 

Notes to Editors 

About The Hut Group 

The Hut Group (THG) is an international online retailer and technology company. Founded in 2004 by CEO Matthew Moulding, Manchester-based THG now operates 178 localised websites, retailing goods in 169 countries. In the year to 31 December 2019, the Group grew sales by 24% to £1.14bn, with 66% of sales generated internationally. More than half of THG’s sales come from its own brand products. THG owns Lookfantastic and Myprotein amongst other brands operating primarily in the beauty and wellbeing sector. 

About THG Ingenuity 

THG Ingenuity is THG’s end-to-end ecommerce platform, powering THG’s own business as well as those of brands and retailers around the world. THG Ingenuity comprises access to THG’s international infrastructure across warehouse fulfilment, digital content studios and event spaces, an end-to-end proprietary software solution required to operate and scale retail brands, and a suite of in-house consultative and management services across trading, marketing and brand strategy. It is one of the only platforms that is underpinned by proven expertise as it has demonstrably scaled brands globally and now powers 3rd party brands on a SAAS basis. 

THG Ingenuity is partnered with leading retailers across the globe, including Johnson & Johnson, Groupe L’Occitane, PZ Cussons Beauty and Nintendo. THG Ingenuity helped the Group dispatch over 80 million items during the year ended 31 December 2019 to customers across the world and saw THG reach the top of the Sunday Times profit track for two consecutive years. 

About Homebase 

Founded in 1979, Homebase is a home and garden projects retailer offering customers the inspiration, expertise and products to create a home they love – all in one place. 

Its wide range of products covers garden, decorating, home furnishings, kitchens and bathrooms, alongside complementary concessions from some of the UK’s leading brands. Inspirational new store layouts are helping millions of customers combine on-trend collections with the project ideas, practical advice, partners and tools to bring their home and garden visions to life. 

Homebase operates 164 stores and 23 standalone Bathstores employing over 6,600 people across the UK and Ireland, whose specialist knowledge sits at the heart of the friendly and inspiring in-store experience Homebase offers its customers.