The operation represents a multimillion-pound investment for the personalised cards and gifts specialist, which is a subsidiary of the Photobox Group. It will be based at new business development 1 Spinningfields and will be purely technology focused, with no printing or fulfilment onsite.

Moonpig expects the site to create 50 new jobs as it seeks “the best engineering talent out there”. The operation will be led up by new hire head of engineering Mark Evans, who formerly had senior web and software development roles at property website Nested and supermarket Sainsbury’s.

The new hires will be split across its new Manchester office and its existing London space.

Moonpig chief technology officer Peter Donlon said: “Manchester was chosen as a great UK city to reach new technology talent, beyond the current London HQ. The roles are technology focused, in particular we are seeking engineers and product managers who will help build a new world-class e-commerce, data and personalisation platform for Moonpig.

“This new tech hub is designed to turbo-charge innovation and personalisation on the Moonpig website. It is part of our ambition to drive innovation in personalisation technology and create the best possible customer experience for Moonpig customers.”

Moonpig’s expansion follows shortly after its parent’s own relocation to new £20m headquarters in Herbal House, Clerkenwell, London – a former printworks for the Daily Mirror – which Photobox moved to in June.

With a focus on expansion and a growing acquisitive streak, Photobox Group also announced the purchase of Dutch personalisation giant Greetz in August. Moving forward, Donlon said Moonpig, and Photobox in general, would continue to “seek new opportunities to grow and innovate in personalisation technology”.

Exempting Greetz, Photobox Group’s latest turnover was £325m – almost £100m of which was generated by Moonpig. The group employs more than 1,000 people in total.