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Huge has announced the acquisition of London-based commerce agency Rotate°, strengthening its expertise in composable commerce and enterprise ecommerce solutions.
The acquisition formally establishes Composable Commerce as a core service offering within Huge, joining its existing capabilities in Products & Platforms, Marketing & Content, Customer Experience, Brand Strategy & Design, and Data & AI. Financial details of the transaction were not disclosed.
Rotate° is recognized for its specialization in enterprise Shopify implementations, composable architecture, and AI-enabled commerce delivery. As a long-standing Shopify Plus partner—a designation held by a small percentage of Shopify agencies worldwide—the company has worked with premium brands across lifestyle, apparel, and consumer sectors.
The entire Rotate° team, led by Jim Tattersall, Andy Jackson, and Chris Harris, will join Huge and operate from the company’s London office.
According to Josh Campo, commerce has become one of the most critical touchpoints between brands and consumers, requiring a combination of technical expertise and creative execution. The addition of Rotate° is intended to strengthen Huge’s ability to deliver both.
Founded by Tattersall, Rotate° built its reputation around small, senior-led cross-functional teams focused on ownership and delivery. Huge noted that this approach aligns closely with its own Atomic Teams (HATs) model, which combines specialized human talent with AI agents to accelerate project execution and decision-making.
Following the acquisition, Rotate° will serve as the foundation of Huge’s expanding commerce practice while continuing to support its existing clients. The move is expected to enhance Huge’s ability to deliver composable commerce solutions and modern ecommerce experiences for brands navigating increasingly complex digital commerce environments.
