THG Fulfil has partnered with wellness brand BON CHARGE to manage its UK fulfilment operations, supporting the brand's expansion in the market.
Under the arrangement, THG Fulfil will handle BON CHARGE orders from its Omega distribution centre in Manchester. The move is designed to bring stock closer to UK customers and improve delivery times as demand rises.
BON CHARGE sells wellness products including red light devices, blue light blocking products, PEMF, EMF shielding items and infrared sauna products. The Sydney-headquartered business, founded in 2017, has been building its presence in Britain through direct-to-consumer sales, a retail tie-up with Healf and a shop-in-shop at Selfridges through Smartech.
The brand has also sought to raise its profile through hospitality and sports partnerships, including placements in luxury wellness facilities such as Mandarin Oriental Hyde Park in London and a deal as Fulham FC's Official Red Light & Recovery Partner.
Fulfilment shift
The arrangement gives BON CHARGE access to later delivery cut-off times, with orders placed up to 12:30am eligible for next-day delivery. THG Fulfil's operation uses AutoStore and Geek+ robotics alongside order, warehouse and courier management systems.
BON CHARGE was onboarded and went live in 13 days through Shopify Connect integration and a pre-configured fulfilment set-up. That shortened implementation period is notable for a consumer brand adopting a new logistics model while trying to avoid disruption to customer orders and inventory reporting.
For BON CHARGE, the deal reflects a broader pattern among consumer brands serving British customers from within the UK rather than relying on longer international delivery routes. Faster shipping and more predictable service have become increasingly important in categories where products are often bought online and repeat purchasing can depend as much on delivery experience as on branding.
THG Fulfil sits within THG Ingenuity, THG's eCommerce services arm. The group provides fulfilment, commerce technology and creative services to consumer brands, and has been positioning its logistics network as a service for third-party clients expanding in Britain and overseas markets.
Growth plans
The partnership comes as BON CHARGE pursues wider European growth. The company expects to go live in Poland for its European operations in June 2026, suggesting the UK deployment could serve as a template for a broader regional logistics network.
That matters for a business operating in wellness technology, where a wider product range and multiple sales channels can add complexity to stock handling. Selling through direct online channels, retail partnerships and brand collaborations often requires tighter control over fulfilment accuracy, delivery performance and reporting.
Tom Killeen, Chief Operating Officer at THG Ingenuity, said: "We are delighted to partner with BON CHARGE, as they share our commitment to innovation and customer satisfaction. This collaboration highlights our dedication to providing world-class eCommerce solutions, leveraging our expertise with AI-driven automation and cutting-edge robotics like AutoStore and Geek+. We are not just fulfilling orders; we aim to empower BON CHARGE to deliver on their promise of restoring balance, ensuring their customers receive premium wellness products with unprecedented speed and efficiency."
Tim Bailly, Chief Operating Officer at BON CHARGE, said the speed of the launch was a key factor as the brand built out its UK operations.
He added: "THG Fulfil is the right partner to support BON CHARGE's continued growth, particularly in elevating our customer experience across the UK market. The speed and quality demonstrated during the deployment process were a clear reflection of their capabilities and high standards, with the solution successfully going live within just one month. From day one, we have felt a true spirit of partnership, driven by the passion, dedication, and commitment of both THG Fulfil & BON CHARGE teams to deliver excellence at every stage."
The deal highlights how fulfilment providers are trying to win business from fast-growing online brands by offering quicker implementation, robotics-backed warehouse operations and local delivery reach, as those brands look to turn UK demand into a more established physical supply chain.