Dr. Wolff taps THG Fulfil for UK and US D2C expansion

Dr. Wolff has signed a fulfilment and direct-to-consumer services deal with THG Fulfil covering the UK and US markets.

The partnership will support Dr. Wolff brands including Alpecin, Plantur, Linola and Vagisan. Alpecin is already live in both countries.

Under the arrangement, THG Fulfil will manage Shopify direct-to-consumer operations, Amazon Fulfiled by Merchant orders, business-to-business fulfilment and Merchant of Record services for the German family-owned group. It will also oversee inbounding, storage, pick and pack, returns processing, Amazon FBA kitting and courier management for deliveries in both markets.

Based in Bielefeld, Dr. Wolff sells products in more than 60 countries. It employs more than 900 people worldwide and operates across consumer beauty, dermatology and gynaecology through two businesses: Dr. Kurt Wolff and Dr. August Wolff.

The deal gives the group a broader operational base for selling directly to shoppers in Britain and the United States, while using a single provider for marketplace and wholesale logistics.

THG Fulfil will act as Merchant of Record on Dr. Wolff's Shopify sites in both countries, taking responsibility for payment processing, tax collection and remittance, pricing, promotions, refund management and billing.

For brands expanding internationally, Merchant of Record arrangements can shift some of the administrative and regulatory burden away from the brand owner. Here, that service is being combined with warehousing and order fulfilment from THG Fulfil's distribution centres in the UK and US.

Inventory for Dr. Wolff products will be handled across those facilities, while Amazon orders placed through Fulfiled by Merchant will be processed separately from Shopify volumes. The companies said this separation is intended to support stock accuracy across different sales routes.

THG Fulfil will also manage couriers for direct-to-consumer deliveries, alongside customer service for the Shopify operations. Its delivery network includes integrations with more than 250 courier services across 195 countries, according to THG.

Cross-border push

The agreement reflects a broader trend among consumer brands looking to build direct relationships with customers in overseas markets without setting up every commercial and operational function in-house. Selling direct can give brands greater visibility into demand patterns and customer behaviour, but it also adds complexity in payments, tax, returns and fulfilment.

For Dr. Wolff, the UK and US are two large but competitive consumer markets, particularly for haircare and personal care products. The inclusion of Amazon fulfilment, Shopify storefront support and business-to-business services suggests the company is pursuing a multi-channel approach rather than relying on a single route to market.

THG Fulfil is part of THG Ingenuity, THG's eCommerce services arm. The business combines commerce technology, fulfilment and creative services for consumer brands seeking support with online sales, logistics and customer experience.

According to THG, its fulfilment operations are backed by warehouse automation and artificial intelligence tools. It also said its UK network supports next-day order cut-off times as late as 1am for same-day dispatch.

Tom Killeen, Chief Operating Officer, THG Ingenuity, said: "Dr. Wolff is exactly the kind of partner we built our proposition for: a globally recognised brand growing across multiple markets and channels at the same time. What sets this partnership apart is the combination of our Merchant of Record capability alongside full-service fulfilment on a single platform. For brands with serious international ambitions that do not want to build out the commercial and operational infrastructure themselves, this is a compelling model. We are delighted to have Alpecin live in the UK and US and look forward to welcoming further Dr. Wolff brands onto the platform."

Jonny Davys, General Manager UK&I, Dr. Wolff, said: "This partnership with THG Fulfil opens up a brand new distribution channel in the UK and US, and we have no doubt it will be a huge success. It gives us a much closer view of who our consumers are, helping us build stronger, longer-lasting relationships. With THG Fulfil's reliable, high-speed delivery and the capacity to scale, we are well-positioned to grow our D2C business over time."