The Hut Group has signed more than £100 million worth of partnerships with beauty brands which will use its Ingenuity platform to develop their direct-to-consumer (D2C) propositions.

Brands like Elemis, PZ Cussons Beauty and Nuxe will now have access to a range of e-commerce solutions, including international fulfilment and payments, hosting, translations, brand development, creative content and data analytics.

Matthew Moulding, Hut Group's founder and chief executive, said: “The consumer shift to online continues at pace and a resilient, world class, D2C operation has become a necessity for brands to generate sustainable long-term growth.

"Through THG Ingenuity’s proprietary technology, brands can leverage our end-to-end capabilities to launch, market and fulfil their product offering at pace and accelerate their international expansion - the latest partnership agreements with some of the leading international beauty brands are a testament to the strength of THG Ingenuity’s proven technology services."

At the end of last year, the group raised €1 billion to help fund the expansion of Ingenuity, as well as adding more beauty and wellness brands.

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