Huge acquires Rotate°, adding Composable Commerce expertise to its ai-native Design and technology practice. London-based Shopify Plus specialists join Huge as the firm formalizes composable commerce as a core capability. NEW YORK and LONDON, June 8, 2026 - Huge, an independent AI-native design and technology company, today announced the acquisition of Rotate°, a London-based commerce agency specializing in composable ecommerce. The acquisition formally establishes Composable Commerce as a core capability alongside Huge's five existing offerings: Products & Platforms, Marketing & Content, Customer Experience, Brand Strategy & Design, and Data & AI. Financial terms of the transaction were not disclosed. Rotate° is a team of senior commerce specialists with deep expertise in enterprise Shopify, composable architecture, and AI-enabled commerce delivery. As a long-time Shopify Plus partner - placing them in the top 1.5% of Shopify firms globally - Rotate° has built long-term partnerships with premium brands across lifestyle, apparel and consumer sectors. The full team, led by Jim Tattersall, Andy Jackson and Chris Harris, joins Huge immediately and will operate out of Huge's Old Street office in London. "Commerce is one of the most complex and consequential parts of how a brand connects with its customers," said Josh Campo, CEO of Huge. "It demands real technical depth and true creative ambition in equal measure. Rotate° brings both, and that makes Huge a stronger partner for every client we work with." Rotate° was founded by Jim Tattersall, who has led independent design and technology studios for nearly two decades. Under his leadership, the hands-on consultancy developed a delivery model built around small, senior cross-functional teams with real ownership over outcomes, a structure that maps directly onto Huge's Atomic Teams (HATs) model, which pairs elite human teams with AI agents to drive speed, accountability and impact. "In early conversations with Huge, it became clear Huge had arrived at the same conclusions independently: the best work comes from small, senior teams with real ownership over outcomes, and AI raises the bar on the human judgment at the center of it. This is the right scale to make a genuine global impact with that model, said Jim Tattersall, founder of Rotate°. Rotate° will serve as the foundation of Huge's commerce practice, continuing to serve existing clients while expanding commerce capability across Huge's broader client base. About Huge Huge is an independent AI-native design and technology company that helps enterprises redesign their systems, experiences, and operating models to create durable competitive advantage. With more than 1,000 people across global offices, Huge partners with some of the world's most ambitious brands including Google, Apple, NBCU, PlayStation and PepsiCo. About Rotate° Rotate° is a platform-agnostic commerce consultancy crafting bespoke, AI-enabled commerce experiences for premium global brands. Its partnerships span leading platforms including Shopify, Centra, Commerce Layer and commercetools, with more than 13 years' experience in the Shopify ecosystem and recognition as one of only 18 Commerce Layer Elite Partners globally. Media Contact: [email protected]

Brandtech names regional ceos to power AI push in key markets. Former Huge global CEO Lisa debonis joins as UK managing partner and CEO. 2 hours ago Brandtech Group has appointed three regional chief executives - Lisa De Bonis in the UK, Jeff Matisoff in North America, and Julie Hardy in France - as it bolsters its leadership in key markets with AI-forward talent. De Bonis joins from Huge, where she served as global CEO and chief experience and product officer. Before that she spent years at Accenture Interactive across commercial and operational roles. Matisoff joined Brandtech in 2021 from WPP, where he was global president of Eightbar, IBM's dedicated agency. He helped lead the acquisition and integration of digital marketing company Jellyfish, which manages more than $2 billion in billings. Audrey Kemp is a staff reporter for Adweek based in New York City. Recommended videos

Design and technology company Huge has partnered with iFIT to create "Realms You Can't Reach", a series of AI-generated fantasy running experiences for treadmill workouts. The collaboration uses Google's Veo 3 technology to produce five immersive videos featuring impossible-to-film worlds. Huge developed a custom production pipeline combining narrative storyboarding, Midjourney visuals and Veo 3 video generation to create 20-30 minute point-of-view runs through prehistoric, mythic and futuristic landscapes. The series launched to iFIT members on 12 January 2026. The project demonstrates AI as a production tool rather than a gimmick, enabling content that complements iFIT's existing trainer-led programming and library of over 10,000 workouts. iFIT has 6 million users globally and owns brands including NordicTrack, ProForm and Freemotion.