Online retail the Hut Group has launched a dedicated male beauty site

The Hut Group said the launch followed a successful trial of main grooming products on its main eponymous site.

Using The Hut Group’s existing technology platform the etailer hopes will be an online leader in the male beauty space in the next 12 months.

The Hut has been extending its reach into new areas as it prepares for a possible floatation with a dedicated accessories site launched earlier this year.

Commercial Director, Richard Chapple said: “The Hut Group’s ethos is to deliver market beating service, experience and value to UK & European consumers. The exciting launch of is a further step in our expansion, both organically and through acquisition, in to a broad range of fast moving consumer sectors including Health & Beauty, Sports, Footwear, Fashion and Toys.”