UK-headquartered digital commerce firm The Hut Group (THG) has struck a deal with Singapore Airlines to charter more than 100 of its flights.

The partnership, a response to the unprecedented disruption in the aviation sector and THG’s strong international sales growth, will remove a reliance on scheduled passenger services to serve customer demands across its global networks.

The global consumer brand and proprietary technology group known for its beauty and wellbeing products has been running successful trials using dedicated air cargo flights since January, including to Asia.

In a twin move, the company behind brands such as MyProtein, Beauty Expert and Zavvi, has introduced ‘THG Air’.

By the end of October, it will have two of its own cargo airlines operating out of Manchester Airport.

THG AIR TO GO LIVE IN OCTOBER

Matthew Moulding, Founder and Chief Executive Officer of THG, said: “The recent disruption across the airline industry has brought huge challenges in the movement of goods across the globe. This led us to accelerate our trials for dedicated cargo planes to link together our own global manufacturing and distribution centres.

“These trials have proved a great success, resulting in the partnership with Singapore Airlines. The trials have also given us the confidence to supplement this partnership with the launch of two of own cargo planes, under the livery of ‘THG Air’.

“The partnership with Singapore Airlines places us in the strong position of having secured routes from UK to Asia for the foreseeable future, enabling us to keep our supply chain moving and delivering goods – including essential items such as vitamins, personal care and hygiene products.

“Navigating the current crisis by forming these partnerships is an integral part of our strategy for THG Air, which will cement our standing as a global leader in ecommerce and technology and brings us closer to millions of customers.”

Sherine Teo, Vice President of Digital and E-Commerce Logistics, Singapore Airlines, added: “We welcome this partnership with THG, which facilitates the movement of goods across Asia and supports global supply chains. This collaboration will leverage Singapore Airlines’ flight network to ensure timely and efficient supply and delivery of THG goods to its customers.”