The Hut Group has acquired boutique hotel group Eclectic Hotels in a bid to drive exposure of its beauty and wellbeing brands.

The etail group has snapped up the hotel business’ two luxury hotels in Manchester city centre, the King Street Townhouse and Great John Street Hotel, from founders Eamonn and Sally O’Loughlin for an undisclosed sum.

The online retail group said the hotels will form part of THG’s “growing marketing infrastructure that delivers enhanced consumer experiences, influencer and brand-led events, as well as content creation”.

The group will plough £10m into refurbishment and upgrading the two hotels to coincide with the acquisition.

This is the second acquisition THG has made in the hospitality space, having snapped up the Hale Country Club & Spa in 2016.

Chief executive Matt Moulding said: “We are delighted with this recent acquisition, which comes at an exciting time for THG.

“As a fast-growing, brand-led business, we are always looking to develop innovative approaches to drive greater engagement with our customers and today’s acquisition is testament to that strategy. With consumer behaviour continuing to evolve away from the traditional high street setting, these two highly prestigious hotels will be instrumental in showcasing our leading beauty and wellbeing brands.”