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Marks & Spencer considers dropping Per Una brand

Lauretta Roberts
18 June 2018

Marks & Spencer is mulling over the future of a number of its in-house brands, including the Per Una line created by retail legend George Davies.

According to The Times, the retailer is considering the future of Per Una, along with other sub-brands such as its Autograph premium brand and Blue Harbour menswear brand. It has already begun to simplify its fashion offer by dropping other in-house brands such as Collezione and North Coast in menswear, as well as denim brand Indigo.

Per Una was once a top-selling brand for M&S. It was launched by George Davies who made his name with the creation of Next and went on to revolutionise supermarket fashion with the launch of George at Asda. Davies supplied the brand to M&S who bought it from him in 2004.

In its annual reports M&S admitted that some its sub-brands had lost their way lately. “We will use our global sourcing strength to restore more strongly our value credentials and we will review the role of our sub-brands, such as Per Una, some of which have lost their identity in recent years,” it said.

Under CEO Steve Rowe and new chairman Archie Norman, M&S has been undergoing a radical restructuring plan as it aims to reduce the number of its larger full-line stores and introduce more, smaller food-only stores. It is also fighting to re-establish its reputation as a fashion leader having lost ground to more fashionable chains, such as Zara, and value players such as Primark.

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