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THG: Product Launch
THG reported 6.5% revenue growth in H1 2026 driven by expansion in beauty and nutrition divisions. THG Nutrition (MyProtein) achieved 60% year-to-date unit growth with 18% of direct-to-customer customers now purchasing activewear, signaling category diversification into new product lines.
Source: City AM
- What happened
- THG reported 6.5% revenue growth in H1 2026 driven by expansion in beauty and nutrition divisions. THG Nutrition (MyProtein) achieved 60% year-to-date unit growth with 18% of direct-to-customer customers now purchasing activewear, signaling category diversification into new product lines.
- Who
- THG · UK
- When
- 2026-06-24
- Source
- City AM
- So what
- The operational consequence here is category expansion executed through an existing customer base rather than new acquisition.
The leadership read
The operational consequence here is category expansion executed through an existing customer base rather than new acquisition. MyProtein built its direct-to-consumer position on supplement buyers; 18% of that cohort now purchasing activewear means THG has quietly converted a single-category nutrition relationship into a multi-category consumer goods relationship without requiring top-of-funnel spend to do it. That shift commits the business to managing apparel inventory logic, supplier and manufacturing relationships, and returns infrastructure that protein powder fulfilment does not require, a materially different operational problem sitting inside the same P&L. The related signals provided are thin for this specific theme; they span renewable energy, fintech, and AI platforms, with no comparable UK consumer brand category-expansion signals to draw against. Taken on its own, the MyProtein activewear move sits within a broader pattern visible across DTC nutrition and supplement brands. Gymshark's reverse journey from apparel into nutrition adjacencies, and Huel's sustained push into product formats beyond shakes, where the strategic logic is identical: monetise an existing high-trust health consumer rather than acquire a new one. Across companies executing this kind of DTC category extension, the functional pressure concentrates in merchandising and product management capable of running cross-category assortment decisions, and in commercial operations leadership able to hold margin discipline when apparel and consumables share warehouse infrastructure but carry very different return rates and inventory cycles.
Market context: Backdrop: a 122.7 (Hot) Talent Market Index (up 17.8 on the month) with EMEA activity easing (-17.7pts).
THG: 0 signals in the last 90 days; 0.1% of MitchelLake's Oceania signal flow; 4 tracked across 109 days.
MitchelLake in this thematic
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Where this lands in our work
- Enterprise Innovation & Transformation →
A launch is the output of a product and engineering leadership layer built before it.
- Executive Search: EMEA →
Our EMEA practice runs the searches behind signals like this one.
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