Marks & Spencer launches B by Boutique trend-led lingerie line
Marks & Spencer has added a "playful", trend-led and accessibly priced addition to its in-house Boutique lingerie line. B by Boutique is a modern, fun and colourful line with prices starting from £5 for knickers and £14 for a bra, versus £8 and £18 respectively for the main Boutique line.
The Spring drop is inspired by the 90s with styles such as bralets, thongs, and new high-waisted knickers in bold, block colours of cobalt, magenta, lilac and yellow, as well as contemporary style pieces such as a ribbed body and cycling shorts. M&S says the existing Boutique customer buys into matching sets, which remains a focus for the B by Boutique spin-off.
Boutique was launched in September 2020 during lockdown and has been produced in partnership with celebrated lingerie designer Damaris Evans. While demand for comfort lingerie soared during the pandemic, Boutique spoke to the customer who still wanted something special when it came to colour and elevated fabrics.
The range, which sits alongside other in-house brands for lingerie include Autograph and Rosie exclusively for M&S, has enjoyed strong sales since launch with half a million matching sets sold. Its bestseller to date has been the Tattoo Embellished balcony bar of which 16,000 have been sold, along with the Joy Lace full cup bra which has sold 15,000 in light pink and is now offered in black and green.
Laura Charles, Director of Lingerie at M&S said: “In 2020 we launched Boutique, a lingerie range which has proven to be hugely successful with our customers – it combines our relentless focus on comfort, with a bold playful style. We’re now extending it with B by Boutique – lingerie that’s fun, colourful and at accessible prices. The exciting first drop of product plays into lots of current trends in the market – from colour block style to 90s inspired shape. Developing our exclusive to M&S brands and offering our customers choice is all part of ensuring M&S Lingerie is more relevant, more often for our customers and we can’t wait to hear their feedback.”
M&S has been consolidating its position as the UK's leader lingerie retailer during the pandemic era making its offer more relevant with the launch of its more inclusive, new neutrals range last year, as well as offering online bra fitting to complement its in-store service. In common with its fashion offer it has also introduced a number of third-party brands to lingerie including Sloggi and Hotmilk.
The new B by Boutique line is available online and in selected stores in sizes 30 - 40 A-E and in XS – XL. It will be promoted first to members of its Sparks loyalty scheme who bought lingerie in the last year.