Maximo Group which owns All Beauty and Fragrance Direct is to re-platform to THG Ingenuity to support the ongoing growth, including international expansion, of its two brands. In a ten year partnership, THG will also provide full warehouse, order fulfilment, delivery and customer services effective Q2 2023.
Ian Smith of Maximo Group said: “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 the outset.”
Matthew Moulding, CEO, THG PLC added: “We are 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 online partner of choice for the prestige beauty industry.”