Online beauty and wellbeing firm the Hut Group has acquired Manchester's Eclectic Hotel Group, with a view to turning the hospitality firm into an extension of its "growing marketing infrastructure".
The Hut Group takes control of King Street Townhouse and Great John Street Hotel in Manchester city centre, with a total of 70 rooms.
Eclectic Hotel Group founders Eamonn and Sally O'Loughlin retain the ownership and management of Didsbury House Hotel and Eleven Didsbury Park, which were split from Eclectic prior to sale.
The Hut Group has said the acquisition of King Street Townhouse and St John Street "demonstrates the group's innovative approach to effective engagement with consumers in both the online and offline environment". The firm added that it would use the sites to deliver "enhanced consumer experiences, influencer and brand-led events as well as content creation". It follows the firm's acquisition of the Hale Country Club & Spa in July 2016.
Matthew Moulding, founder and chief executive officer of the Hut Group, 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 a testament to that strategy.
"With consumer behaviour continuing to evolve away from the traditional high street setting, these two highly prestige hotels will be instrumental in showcasing our leading beauty and wellbeing brands."
Eamonn O'Loughlin, added: "Without the support and commitment of our many fantastic employees over the past 20 years none of this would have been possible. A massive thank you to them. While it has been a difficult decision for us to take, we feel both hotels are going into the best of hands with Matthew and his team and we are extremely proud of the portfolio that we have built over the years."