Marks & Spencer to launch Hush and Whistles on third-party brand platform

Marks & Spencer has announced Hush and Whistles as the latest third-party additions to its ‘Brands at M&S’ platform, as womenswear "remains a top performing category".

Hush will be available to shop on the department store's platform from 12 March, followed by the arrival of Whistles in April.

Hush and Whistles will be the first dedicated womenswear brands to launch on the ‘Brands at M&S’ platform this year. They will introduce more than 300 new season womenswear products, including day dresses, trend-forward denim, boho-style blouses, coords, outerwear, and a selection of bags, heels and sandals.

The range will also include an exclusive 12-piece collection from Hush, with summer separates and the fashion brand’s bestselling barrel leg jean in leopard print. It will be the first time M&S has offered an exclusive capsule for a third-party brand launch.

Additionally, Marks & Spencer is welcoming back Nobody’s Child pop-up shops to stores from 13 March, including 28 new locations such as Kew, Merry Hill and Braehead, bringing the total number of M&S stores featuring Nobody’s Child to 56.

The pop-up shops will offer a capsule collection of 40 pieces from Nobody’s Child’s SS25 collection, including a mix of signature dresses, tops, blouses and trousers.

Nishi Mahajan, Director of Third-Party Brands, Clothing & Home at M&S, said: "Four years ago, we introduced a small selection of third-party womenswear brands to M&S and today it continues to be our best performing category. We’re continuing to listen and learn from our customers; we know that in womenswear, they want highly credible, fashion-led brands which complement and enhance our core offer at M&S.

"We’re confident the arrival of Hush and Whistles, as well as the return of our Nobody’s Child pop-up shops, will ensure we are the destination for womenswear this season as we continue to drive style perceptions and grow market share.

"I'm particularly excited to introduce our exclusive collection with Hush, offering customers effortlessly stylish pieces that can’t be found anywhere else."

As M&S "continues to reshape for growth", the retailer now holds its highest market share in womenswear for years (10.4%), while womenswear is a top performing category within ‘Brands at M&S’ - making up nearly half (49%) of sales in the last 12 months, with sales up 18% versus last year.

Hush and Whistles will bolster the existing offer of womenswear brands and sit alongside Chinti & Parker, Baukjen and Nobody’s Child, which was the first third-partner brand to launch at M&S in 2020, bringing the total number to 26.