Frasers Group has announced that it has entered into a multi-year partnership with THG, in what it states will "mutually enhance retail operations" for both firms.

As part of the partnership, Frasers Group will acquire THG’s luxury brand portfolio, which includes Coggles, strengthening its premium and luxury portfolio, alongside Flannels.

In a statement, the firm, which owns brands including John Lewis and Sports Direct, said the move also aligns with its elevation strategy.

The partnership will include the integration of its customer credit and loyalty proposition, with Frasers Plus being added to THG’s Ingenuity platform.

This marks the first Frasers Plus partnership with an external partner.

The Mike Ashley-owned firm added that it will also benefit from THG’s courier management services to drive the efficiency and performance of Frasers’ Australian fulfilment and logistics operations, supporting its international expansion.

Chief executive officer (CEO) at Frasers Group, Michael Murray, said: "Today we are pleased to announce a new strategic partnership with THG, which includes launching our consumer credit and loyalty proposition, Frasers Plus across the THG Ingenuity platform.

"This is an exciting step towards our Frasers Plus ambitions as we look to expand its offering across additional third-party platforms. We are looking forward to working with the THG team and unlocking further benefits for both businesses."

CEO at THG, Matthew Moulding, added: "We are delighted to be partnering with Frasers Group across a broad range of initiatives, in particular bringing Frasers Plus to consumers shopping with Ingenuity clients, as well as to our own retail sites including Lookfantastic, Cult Beauty and Myprotein.

"Our luxury brand portfolio including Coggles has grown from a standing start eleven years ago, and we are eager to watch it develop further as an Ingenuity client. The success of Coggles has only been possible through the hard work and dedication of THG's luxury team, to whom we all want to extend our thanks and gratitude."

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