The Hut Group (THG) has agreed a multimillion-pound deal “to digitally transform” retailer Homebase.

Its ecommerce services business, THG Ingenuity, will partner with the home and garden retailer for the next 10 years, replacing its current systems with its own end-to-end ecommerce solution.

Homebase chief executive Damian McGloughlin wants the partnership to “combine the best of bricks-and-mortar with The Hut Group’s world-class expertise”.

THG Ingenuity already works with global groups including Nestle, Proctor & Gamble and PZ Cussons, while it has developed its expertise through building its own brands such as Myprotein and lookfantastic.

THG sees a big opportunity in the home retail sector, which is still a predominantly offline industry. In particular it wants to create “a frictionless customer purchase journey between instore and online” through initiatives like reserve in store, loyalty programmes, digital kiosk and personalisation.

Matthew Moulding, chief executive of THG, believes there is “huge potential” for Homebase’s direct-to-consumer (D2C) offer.

He said: “The global retail landscape is changing and the current climate has accelerated digital plans for many businesses. This partnership is testament to the strength and reputation of THG Ingenuity to deliver a world-leading ecommerce solution that can power businesses of all sizes, in the UK and globally.”

McGloughlin expects the partnership with THG to “significantly fast-forward” Homebase’s digital plans.

He added: “We have a unique opportunity to move with the rapidly changing retail landscape, and leapfrog ahead to an experience that exceeds customers’ demands for online shopping that’s both easy and inspirational.”

Last week THG confirmed plans to become a public company, with its float valued at £4.5bn.