Marks and Spencer to open Early Learning Centre concessions in stores

Marks and Spencer will open Early Learning Centre concessions in 10 stores this month, with activity tables for children and branded toys for sale, The Guardian reported.

The locations, which include Bluewater shopping centre in Kent and Longbridge in Birmingham, will kick off the retailer's effort to become "more relevant more often to families", following a test launch of Early Learning Centre products on its website.

Neil Harrison, Director of Brands at M&S, told The Guardian: "We know a large proportion of our customers look to purchase kidswear and toys for family and friends. So, by bringing the Early Learning Centre brand – with fun and interactive experiences – to our stores, we’re able to give our 22 million customers more reasons to shop with us."

The clothing, food and homewares retailer is also doubling the number stores carrying Seasalt, and taking Nobody's Child into nine stores. Upmarket womenswear brand Jaeger, which M&S bought out of administration last year, will also be offered at several international stores.

M&S currently has 284 clothing stores, and carries more than 35 brands, including Sosandar, Smiggle and Jigsaw on its website. The latest move will also put at least one clothing or children’s toy brand into the retailer's 27 UK stores.