The deal follows the acquisition of the health and beauty retailer Lookfantastic Group for £19.4 million in November.

Hampshire-based Mankind Direct sells health and beauty goods aimed at male consumers, such as shaving products and fragrances. The acquisition includes the websites Mankind.co.uk and BeautyExpert.co.uk.

The Hut Group has 250 employees and in 2009 declared a turnover of around £80 million. The Cheshire-based company trades online through its own sites including Zavvi.com and Iwantoneofthose.com, as well as producing online retail platforms for customers such as ASDA and Argos.