Crew Clothing Company launches on ‘Brands at M&S’ platform

Crew Clothing Company, the premium British lifestyle and clothing brand, has launched a digital partnership with Marks & Spencer; becoming the latest brand to join the ‘Brands at M&S’ platform.

Over 200 Crew Clothing products are now available online including pieces from its new Spring/Summer 2023 collection and classic bestselling product lines. The range will be an evenly split between menswear and womenswear, reflecting Crew Clothing’s own customer gender split, with scope for childrenswear and its new golf collection to be added in the future.

Crew Clothing was founded in 1993 by Alistair Parker-Swift, a professional skier, as a menswear collection sold at the back of a windsurfing shop in Salcombe, Devon. The company, which is owned by Brigadier Acquisition Company, currently employs over 850 people throughout the UK and Ireland.

David Butler, Crew Clothing CEO, said: “Our partnership with British retail stalwart Marks & Spencer represents a significant opportunity for Crew Clothing to further increase its brand exposure and reach new customers. We are always looking for new ways to make shopping with Crew Clothing even more accessible and look forward to working with Marks & Spencer as we continue to grow.”

This online partnership is another strategic milestone for Crew Clothing as it looks to grow its omnichannel offer and expand its presence on the UK high street. The partnership will leverage Marks & Spencer’s omnichannel capabilities and access to over 30 million customers to further build upon its own brand awareness.

As with all products on M&S, Crew Clothing will be available for free next day click and collect to over 700 locations.

Richard Price, Managing Director of Clothing & Home at M&S, added: “We’re repositioning for growth as a leading omnichannel retailer and Brands at M&S is a key part of our strategy. We’re delighted to welcome Crew Clothing to our Brands at M&S platform – which is now home to over 50 carefully curated partners. We’re confident that Crew Clothing will complement and enhance our core offer, whilst offering customers a seamless shopping experience with all the benefits of shopping on M&S.com.”

Crew Clothing already has successful online third-party partnerships with John Lewis, NEXT and Very. The company has spent the past year investing in its online presence and digital capabilities alongside growing its store estate.

Last month, Crew Clothing said it planned to open as many as 40 more stores in the UK over the next three years, bringing the total store estate close to 150 outlets. Further details about store plans will be revealed in the future as plans are solidified.

In January 2023, Crew Clothing reported that overall online sales grew by 15% in the 2022 Christmas trading period compared to 2021 levels, benefitting from its third party digital partnerships with retailers. Total store sales also grew 15% in the seven weeks to 8 January 2023, versus the same period in 2021, as the return of Christmas parties and festive celebrations saw demand for partywear surge.