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Huddled Group PLC on Friday announced a new partnership with e-commerce platform THG Ingenuity and a £1.5 million investment offer from Shard Capital Partners LPP, as it looks to accelerate growth and enhance its logistics capabilities. The Nottingham-based investor in e-commerce brands said it has signed a fulfilment agreement with THG Ingenuity, the e-commerce solutions provider spun out of Manchester-based THG PLC, the company behind brands such as Lookfantastic and Myprotein, earlier this year. The partnership will support stock migration and order processing through THG’s scalable fulfilment network, with migration expected to complete in the third quarter. Huddled shares were up 10% to 3.53 pence in London on Friday morning. The deal will enable Huddled to offer same-day delivery for orders placed as late as 1am, while also tapping into THG’s live e-commerce and studio services. The group expects to be fully operational under the new setup going into the fourth quarter of its financial year. Huddled Executive Chair Martin Higginson called the THG Ingenuity agreement ‘a step-change’ in Huddled’s ability to scale. ‘THG’s fulfilment capabilities rival Amazon’s something we’ve aspired to since we started this business,’ he said. To support its expansion, Huddled has accepted an investment proposal from Shard Capital Partners for £1.5 million at 3.2 pence per share, its closing price on Thursday. Of the funds, £1.0 million will come from an institutional investor and £500,000 from Shard Capital itself. The company said it reported ‘solid growth’ in the second quarter across all three of its brands, with Boop Beauty orders up 31% from the first quarter. Huddled said the new capital will help execute its commercial pipeline and provide additional working capital. ‘We knew to fulfil this vision, and accelerate our growth plans we would need more capital,’ Higginson said. ‘To be approached by Shard Capital at the right time speaks volumes about our model and potential.’ THG Ingenuity Chief Operations Officer Tom Killeen said the partnership demonstrates the power of ‘cutting-edge technology to unlock tangible commercial advantages.’ Copyright 2025 Alliance News Ltd. All Rights Reserved.
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