THG Ingenuity & AND Digital announce strategic alliance

30 January 2023 • 3 min read


THG Ingenuity and AND Digital join forces to accelerate digital transformation, help brands bridge the digital skills gap and unlock the full potential of commerce technology.


THG Ingenuity, the proprietary technology platform specialising in taking brands direct to consumers globally, has announced a strategic alliance with digital consulting and full-stack software engineering firm AND Digital. 


The strategic alliance will see the two ambitious brands take their propositions to the next level through a collaboration that will enhance accessibility to the global ecommerce marketplace and scale-up project delivery. It will bring together the proven capabilities of THG Ingenuity’s ecommerce platform alongside AND Digital’s extensive software engineering capabilities, to enable the delivery of flexible ecommerce solutions.


The partnership is set to change the landscape of digital by creating new ways for ambitious brands to connect directly with their customers. The three major benefits are: faster delivery timeframes to release ecommerce projects in-market, global reach to enable brands to reach new global customer segments and markets, and eliminating risk as projects will be delivered by two trusted partners with over 20 years of proven ecommerce experience.


Through collaboration, the blended team of Ingenuity and AND Digital experts will harness their capabilities which has powered some of the biggest brand digital transformations. Channelling innovation will help to deliver remarkable and engaging customer experiences to suit the needs of each brand.


For those brands with specific complexities within their business set up, the new partnership will provide the ability to retain any necessary existing systems while simultaneously accessing Ingenuity's ecommerce technology, fulfilment & digital marketing services. It will also enable brands to scale digital transformation projects, increasing the pace in which they can realise their digital goals.


Commenting about the alliance, Vivek Ganotra, CEO of THG Ingenuity, said: “We are delighted to be working with AND Digital in this new way, which will help our customers retain complex and specific elements of their business set up, while accessing Ingenuity’s expertise and added capabilities provided by AND Digital.

“The alliance will allow our trusted and proven team to deliver on the most ambitious digital transformation projects, offering our customers access to some of the greatest minds in tech. We want to share the knowledge both Ingenuity and AND have harnessed over the last 20 years, which has allowed us to achieve great results for clients across the globe.”


Paramjit Uppal, Founder and CEO, AND Digital, said: “We’re really excited to be partnering with THG Ingenuity in order to help more brands unlock their full direct to consumer potential. THG’s proven end-to-end technology and AND Digital’s expertise in product build, agile delivery, and upskilling teams mean that clients truly will benefit from the best of both - through an alliance that offers scale, pace, innovation, and trust to ambitious organisations."


“Our alliance with THG Ingenuity is an important step in meeting our 2025 BHAGs (Big Hairy Audacious Goals) of delivering tech that makes life better for 200 million people, every single day, as well as directly improving the digital skills and knowledge of 200,000 people. The teams that we build alongside and upskill during our work, and the millions of end users for the products we jointly create will be critical in helping us fulfil our mission to close the world’s digital skills gap.”




About THG

THG is a vertically integrated, digital-first consumer brands group, retailing its own brands in beauty and nutrition, plus third-party brands, via its proprietary, end-to-end, e-commerce technology, infrastructure and brand-building platform (THG Ingenuity) to an online and global customer base.


About THG Ingenuity

Ingenuity Commerce provides an end-to-end direct to consumer e-commerce solution for consumer brand owners under ‘Software as a Service’ (SaaS) licences. The wider Ingenuity division provides stand-alone digital services, including hosting, studio content, translation services and beauty product development and manufacturing.


About AND Digital

AND Digital is on a mission to close the world’s digital skills gap. To do that, they accelerate the digital capabilities of ambitious organisations, blending tech skills and product expertise with an award-winning approach to talent development.


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