Marks & Spencer launches new brand partnerships for kids, including Clarks

Marks & Spencer is continuing to develop its third-party brand offer with the announcement of a raft of new partnerships for kids, including Clarks shoes, Little Joule and Somebody's Child.

This week, M&S will begin selling Clarks shoes on M&S.com and in eight UK destination stores - Argyle Street (Glasgow), Bluewater (Kent), Cheshire Oaks, Culverhouse Cross (Cardiff), Hedge End (Southampton), Lisburn, Westfield Stratford (London) and Wolstanton. 

Hype, JACK & JONES JUNIOR, Little Joule, and Somebody’s Child will be arriving at the retailer later in the summer, joining a kids' brand offer that already includes Ben Sherman, Original Penguin, Elle Junior, Russell Athletic and Havaianas.

The addition of the brand's follows on from M&S's strategic shift away from occasionwear dressing for kids in favour of everyday clothing and value. The arrival of Clarks and accessories brand Hype (popular with kids for water bottles and backpacks), in particular, will boost its Back to School offer.

M&S said it had placed "a renewed energy" into making it easier for parents to remember the “extras”, with items such as new socks and vests being harder to miss when shopping on M&S.com.

Jill Stanton, Director of M&S Kidswear (Womenswear & Beauty) said: “For millions, an M&S uniform with Clarks shoes is a rite of passage – so we’re making it even easier for parents by offering the option to purchase these together on M&S.com, as well as in eight of our destination stores. Our kidswear mission is to remain the 'go to' for Back to School whilst growing our daywear offer and that’s all about being more fun for everyday – more comfortable, more colourful, more casual.

"As part of this we have a great opportunity to introduce curated brands to complement our offer – from our exclusive 'mini-me' Ghost dresses which have been flying off the shelf, to the new brand from Nobody’s Child - Somebody’s Child. It’s a really exciting time for M&S Kids and we’re looking forward to hearing our customers’ feedback, from both parents and kids.”

M&S Kids is growing ahead of the market with market share +0.5% versus pre-pandemic. It is now the third biggest online kids clothing website in the UK.