THG Fulfil, an AutoStore distributor and leading provider of Software-as-a-Service (SaaS) technology, robotics, and operations platforms built for global ecommerce, today announced a strategic partnership with Footasylum, one of the UK’s leading retailers of fashion streetwear and sportswear. The partnership marks THG Fulfil’s first AutoStore implementation for an external retailer, built on the same expertise the business has applied across multiple AutoStore deployments within its own global fulfilment network.
The project represents a landmark moment for THG Fulfil as an AutoStore distributor: two decades of operational expertise and proprietary software development, built and continuously refined inside its own direct-to-consumer operations, have now been deployed at scale for a major UK retail brand.
The implementation will see 85 AutoStore R5 robots deployed across more than 96,000 bin locations, with 24 carousel ports and 100% of Footasylum’s live SKU range stored within the AutoStore grid. At the heart of the solution will be THG Fulfil’s proprietary SaaS infrastructure, including a purpose-built Warehouse Control System (WCS), continuously optimised by THG Fulfil’s in-house development team. The project is being delivered within a three-month build programme, with first order go-live targeted for September 2026.
For Footasylum, the implementation marks a step-change in fulfilment capability, deploying a fully automated, goods-to-person model engineered to enhance operational efficiency, optimise space utilisation and scale capacity in line with the retailer’s growth ambitions.
THG Fulfil holds a uniquely privileged position within the global AutoStore distributor network. As an authorised partner and operator of a designated Red Site, part of a limited global group, THG Fulfil supports the testing and deployment of AutoStore technology in the UK. That operational reality means THG Fulfil’s in-house data scientists and development teams have spent years pushing the platform’s performance beyond its standard configuration, developing proprietary software improvements – including its purpose-built WCS – that are continuously fed back into client deployments. Footasylum is the first external retailer to benefit from this, with THG Fulfil’s proprietary purpose-built WCS now running at the heart of its fulfilment operation.
Tom Killeen, COO, THG Ingenuity, said: “What will make this partnership different is not just the hardware, it is the software and operational knowledge behind it. THG Fulfil has spent two decades obsessing over the end consumer experience as a retailer, and that knowledge is embedded into everything we build. As a unique global distributor and integrator for AutoStore, we bring proprietary SaaS infrastructure including a purpose-built WCS, an AI-backed data science function, and a depth of operational experience that compounds in value long after go-live.
“For Footasylum, our Robotics-as-a-Service (RaaS) commercial model removes the traditional barriers to entry for a first major automation project, giving them access to enterprise-grade infrastructure without the capital commitment. With their entire SKU range running through a system purposefully designed around their operation, we are confident the results will speak for themselves.”
Hannah Mercer, CEO, Footasylum, said: “As Footasylum continues to grow, we are committed to investing in the infrastructure that will support the business today and long into the future. Our fulfilment operation is a critical part of that, and this project represents one of the most significant investments we have made in the business in recent times.
“Working closely with THG Fulfil, we have designed a solution tailored to the specific demands of our operation and the increasing breadth of our offer. As our product range expands and the business evolves, it is vital that the infrastructure underpinning it keeps pace.
“This investment gives us a materially more advanced fulfilment platform – one that helps us manage greater complexity, improve the flow of products through the operation and lay the groundwork for the next stage of Footasylum’s development, all while continuing to deliver for our customers.”
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