M&S to "turbocharge" digital growth with 11 new brand partners
Marks and Spencer (M&S) is extending its new strategy of selling third-party brands with the addition of 11 new partners, including Hobbs, Joules and Phase Eight, as it seeks to "turbocharge" digital growth.
The move, under the banner 'Brands at M&S' will also see it diversify its lingerie range with the addition of rival lingerie brands, including Sloggi and Triumph, for the first time.
Following on from the new online brand partner deal with Nobody’s Child announced in October, further brands including Seasalt, White Stuff, YAS and Sosandar will all make their debuts on M&S.com over the next three months - along with menswear brand Jack & Jones.
The retailer said the move, part of its “Never the Same Again” programme, aimed to make its clothing business more relevant to customers.
Almost 10% of customers who bought from the Nobody’s Child line were new to M&S womenswear, it added.
Partnerships with brands will vary from wholesale agreements to exclusive collaborations and occasional appearances, such as that planned for Jaeger, bought by M&S in January.
M&S director of brands Neil Harrison said: “As part of our Never the Same Again programme, we’re pleased to be introducing guest brands throughout the spring onto M&S.com as part of our plans to turbocharge online growth.”