UK-based retailer Marks & Spencer has announced the first tranche of guest brands to be sold on its website this spring under the new ‘Brands at M&S’ banner, as part of continued efforts to turbocharge online growth.
Hobbs, Phase Eight, Sloggi and Joules are among the first 11 labels that M&S will sell online in March, April and May alongside its everyday style and value core range and in-house brands Autograph, Goodmove and Per Una.
The new offering is part of the retailer’s Never the Same Again programme to adapt its clothing business to be more relevant to customers.
The first wave of third-party brands also includes Jack & Jones, Seasalt Cornwall, Selected Homme/Selected Femme, Sosandar, Triumph, White Stuff, and Y.A.S.
The new brands will be in addition to previous launches including Early Learning Centre and Nobody’s Child, as well as branded kidswear from Brand Machine Group including Elle Junior, Russell Athletic, Ben Sherman, and Original Penguin. ‘Brands at M&S’ will also offer exclusive product from Finery and Ghost.
M&S says the brands will complement its own offer, as well as broadening its customer appeal and introducing them to something new. For example, nearly 10% of customers who have purchased Nobody’s Child (the first brand to launch last autumn) are new to M&S womenswear.
Selected brands will also allow M&S to offer different categories, such as Early Learning Centre product which was popular over Christmas and complemented M&S’s kidswear range.
“The mix will offer our 22m customers product we already know they love and introduce them to some new brands,” says Neil Harrison, director of Brands at M&S. “As part of our transformation, we also remain committed to developing the quality, style and value of our own ranges.”
‘Brands at M&S’ is part of the newly formed MS2 division under which the retailer is bringing together its online, data and digital capabilities to trade at a faster pace.
Earlier this week, the retailer said it has expanded its online offering to 46 new international markets.