The Cult will work alongside its digital sister agency, Top Button Digital, to increase awareness of the brand and maximise sales during the Christmas period and beyond.

Paul Kraftman, owner of Menkind, said: "We were extremely impressed by The Cult's understanding of our business and our position in the marketplace. We also loved the energy and enthusiasm of the whole team and are very excited and looking forward to working with them."

Matt Glass, owner of The Cult, said: "MenKind is a great brand with a huge range of amazing products, many of which are their own-brand creations. There's something for everybody on the website and in the stores, and we're really looking forward to helping MenKind showcase its products to a wider audience of potential customers."

MenKind was ranked 79th in the 2010 Sunday Times Fast Track 100 league table and now has 23 stores across the UK, as well as an e-commerce site at www.menkind.co.uk.