en.Wedoany.com Reported - THG Fulfil (an AutoStore distributor and provider of SaaS technology, robotics, and operational platforms for global e-commerce) has entered into a strategic partnership with Footasylum, a UK-based fashion and sportswear retailer. This marks the first time THG Fulfil has deployed the AutoStore system for an external retailer, leveraging operational and software capabilities accumulated from multiple AutoStore projects within its global fulfillment network.
This collaboration represents a milestone for THG Fulfil as an AutoStore distributor: two decades of direct-to-consumer internal operational experience and proprietary software development are now being applied at scale for the first time to a leading UK retail brand.
The project will install 85 AutoStore R5 robots, providing over 96,000 storage bins and equipped with 24 rotation ports. All of Footasylum's active SKUs will be stored within the AutoStore grid. At the core is THG Fulfil's proprietary SaaS infrastructure, including a Warehouse Control System (WCS) continuously optimized by its in-house development team. The entire project will be completed within a three-month construction period, with the first orders expected to go live in September 2026.
For Footasylum, this move represents a significant upgrade to its fulfillment capabilities, deploying a fully automated "goods-to-person" model aimed at improving operational efficiency, optimizing space utilization, and supporting the retailer's growth plans.
THG Fulfil holds a unique position within the global AutoStore distributor network. As an authorized partner and designated red site operator (one of a limited number globally), it supports the testing and deployment of AutoStore technology in the UK. Its in-house data scientists and development teams have continuously driven platform performance beyond standard configurations over the years, developing proprietary software enhancements (including a self-built WCS) that are consistently fed back into customer deployments. Footasylum is the first external beneficiary, with THG Fulfil's proprietary WCS now running at the core of its fulfillment operations.
Tom Killeen, Chief Operating Officer of THG Ingenuity, stated that the key to this collaboration lies not only in the hardware but also in the software and operational knowledge. THG Fulfil has focused on the end-consumer experience for two decades, and this experience is embedded in all its products. As a global AutoStore distributor and integrator, they offer proprietary SaaS infrastructure, including a self-built WCS, AI-based data science capabilities, and deep operational expertise, which continue to create value post-launch.
Killeen mentioned that the Robotics-as-a-Service (RaaS) model eliminates the traditional capital barriers of first-time large-scale automation projects, allowing Footasylum to access enterprise-grade infrastructure without a capital commitment. Running the entire SKU range on a tailored system will prove its value over time.
Hannah Mercer, CEO of Footasylum, said that as the company continues to grow, they are committed to investing in infrastructure that supports both current and future business, with fulfillment operations being a key component. This project represents one of the largest investments in the business recently.
Mercer noted that they worked closely with THG Fulfil to design a tailored solution that fits the specific needs of their operations and expanding product range. As the business evolves, the infrastructure supporting it must also be upgraded.
She believes this investment provides a more advanced fulfillment platform to help manage greater complexity, improve product flow, and lay the foundation for Footasylum's next phase of growth, while continuing to deliver excellent service to customers.
