Huge Acquires Rotate°

Huge already combined products, platforms, customer experience, brand, data and AI across more than 1,000 people globally.

The next opportunity was commerce.

Not simply adding ecommerce services, but establishing Composable Commerce as a serious core capability across Huge’s global client base.

That required more than acquiring technical expertise.

Huge needed a senior team with genuine creative ambition. A proven operating model. And a way of working that could retain its identity while fitting naturally into Huge’s Atomic Teams model.

The challenge wasn’t simply buying a commerce business.

It was finding the team capable of becoming the foundation of the entire practice.

Huge came to UNKNOWN to find it.

The answer came from a relationship built long before the acquisition brief.

UNKNOWN had partnered with Rotate° over several years, building out its senior team and developing a close understanding of its leadership, culture, capabilities and ambitions.

Rotate° had become one of the top 1.5% of Shopify firms globally, with more than 13 years in the ecosystem and deep expertise across enterprise Shopify, composable architecture and AI-enabled commerce.

But the real value went beyond what could be found in a credentials deck.

Rotate° operated through small, senior, cross-functional teams with genuine ownership of outcomes. The same principle sitting at the heart of Huge’s Atomic Teams model.

UNKNOWN’s Sean Williams recognised the fit and brought the two businesses together.

In June 2026, Huge acquired Rotate°.

The full team, led by Jim Tattersall, Andy Jackson and Chris Harris, joined Huge in London.

Rotate° became the foundation of Huge’s newly formalised Composable Commerce capability, joining Products & Platforms, Marketing & Content, Customer Experience, Brand Strategy & Design, and Data & AI.

Huge gained deep commerce expertise, a proven delivery model and a senior team ready to take that capability across its global client base.

Rotate° gained the platform to take everything it had built to a much larger stage.

Huge came looking for a capability.

Because UNKNOWN had been part of Rotate°’s growth for years, it knew exactly where to find it.