Huge Acquires Commerce Agency Rotate° to Expand Composable Commerce Capabilities

Huge, an independent AI-native design and technology company, has acquired the London-based commerce agency Rotate° as of June 8, 2026. This acquisition formally integrates Composable Commerce as a core service offering alongside the company’s existing expertise in products, platforms, marketing, content, customer experience, brand strategy, and data & AI. Financial terms of the transaction remain undisclosed.

Why Huge Acquired Rotate°

The acquisition aims to bolster Huge’s technical and creative capacity in the commerce sector. According to Josh Campo, CEO of Huge, the firm sought to combine technical depth with creative ambition, noting that commerce remains a highly complex and consequential touchpoint for brands. By bringing in Rotate°, Huge intends to strengthen its partnership offerings for clients worldwide. The Rotate° team, led by Jim Tattersall, Andy Jackson, and Chris Harris, will transition immediately to Huge’s Old Street office in London.

Integration of AI and Composable Architecture

Rotate° brings specialized expertise in enterprise Shopify, composable architecture, and AI-enabled commerce delivery. The agency is a long-time Shopify Plus partner—a status held by approximately 1.5% of Shopify firms globally. Their operational model, which relies on small, senior cross-functional teams, aligns with Huge’s own “Atomic Teams” (HATs) framework. This model pairs human expertise with AI agents to improve project speed and accountability. Jim Tattersall, founder of Rotate°, stated that the move allows the team to scale their model for greater global impact while maintaining the human judgment essential to their work.

What This Means for Huge’s Commerce Practice

Rotate° will serve as the foundation for Huge’s expanded commerce practice. While the agency will continue to support its existing client base, its capabilities will now be integrated into Huge’s broader service portfolio. Rotate° currently maintains partnerships with several platforms, including Centra, Commerce Layer, and commercetools, and has been recognized as one of 18 global Commerce Layer Elite Partners. This addition complements Huge’s existing enterprise partnerships, which include work with brands such as Google, Apple, NBCU, PlayStation, and PepsiCo.

Key Facts About the Acquisition

• Acquisition Date: June 8, 2026.
• Leadership: Rotate° founders Jim Tattersall, Andy Jackson, and Chris Harris join the Huge team.
• Strategic Focus: Composable Commerce becomes the sixth core capability at Huge.
• Expertise: Rotate° brings over 13 years of experience in the Shopify ecosystem.

Moving forward, the integration of Rotate° is expected to provide Huge with a more robust, platform-agnostic approach to commerce. As brands increasingly shift toward composable architectures to maintain agility, Huge’s formalized commerce practice positions the company to compete for larger-scale, AI-driven digital transformation projects.