The Hut Group wins work with Lulu Guinness and Orlebar Brown

UK tech darling The Hut Group, which sells beauty brands online, has agreed digital partnerships with fashion brands Lulu Guinness and Orlebar Brown.

The company, which also licenses its tech to other firms, said its ‘ingenuity’ division, which provides a direct to consumer digital service for brands, including hosting websites, creating content and translating for different countries, will start working with more businesses.

The Hut Group will work with swimwear brand Orlebar Brown, accessories firm Lulu Guinness, and Australian beauty business BWX.

The partnerships are aimed at supporting brands with international growth and expansion in existing markets.

Matthew Moulding, chairman and chief executive, said: “Each of our brand partners offers something unique to their audiences, yet they are united in recognising the power of THG Ingenuity and the potential gains our platform can bring to their growth models.”

THG shares, which floated at 500p in September, improved 9.23p to 642.23p on Monday morning.