Huge Acquires Rotate° to Formalize Global Composable Commerce Practice Natively Integrated with AI

Huge, an independent AI-native design and technology enterprise, has announced the acquisition of Rotate°, a London-based digital commerce agency specializing in highly scalable composable storefronts. The transaction officially establishes Composable Commerce as a foundational core capability for Huge, positioning it alongside the firm’s five existing enterprise solutions: Products & Platforms, Marketing & Content, Customer Experience, Brand Strategy & Design, and Data & AI. Financial terms of the acquisition were not disclosed.

The consolidation answers an accelerating corporate shift toward modular digital infrastructure. Unlike legacy monolithic retail platforms, composable commerce architecture empowers premium global brands to select, assemble, and orchestrate best-of-breed software components to handle specific transactional tasks. This approach provides enterprise businesses with unparalleled agility, faster checkout speeds, and seamless integration with modern artificial intelligence systems.

“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.”

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Elevating Human Judgment via Algorithmic Support Frameworks

Rotate° enters the Huge ecosystem backed by an elite team of senior commerce engineers and enterprise platform architects. As a certified Shopify Plus Partner-a designation reserved for approximately the top 1.5% of Shopify partner firms worldwide—Rotate° has established a long-term track record of delivering specialized multi-channel experiences for premium brands in the lifestyle, apparel, and consumer goods markets.

The entire London agency workforce, led by co-founders Jim Tattersall, Andy Jackson, and Chris Harris, joins Huge immediately and will integrate into Huge’s existing London operations out of its Old Street headquarters.

Rotate°’s proprietary delivery methodology leverages lean, cross-functional consulting teams that hold end-to-end accountability over client outcomes. This agile operating structure matches perfectly with Huge’s established Atomic Teams (HATs) model, an organizational approach that pairs senior human technical professionals with customized AI agents to optimize production speeds, reduce administrative friction, and maximize digital product impact.

“In early conversations with Huge, it became clear we 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°.

Anchoring a Unified Global Retail Optimization Network

Following the integration, Rotate° will serve as the technical anchor for Huge’s global commerce practice. While continuing to support and scale its active client roster, the consultancy will embed its modular development expertise across Huge’s extensive fortune 500 corporate network.

The combined entity strengthens Huge’s ability to transition global brands away from restrictive legacy tech debt toward modern, platform-agnostic, and AI-enabled digital retail frameworks. This is further backed by Rotate°’s specialized partnerships with leading specialized commerce platforms including Shopify, Centra, Commerce Layer, and commercetools.