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M&S’s Goodmove activewear launches on The Sports Edit

Tom Bottomley
20 May 2022

Marks and Spencer’s Goodmove womenswear brand has today launched on activewear platform The Sports Edit, alongside more than 50 brands.

The launch follows M&S’s “strategic investment” in the fast growing women’s and men’s activewear platform at the start of 2022, as part of the wider ‘Brands at M&S’ strategy.

The Sports Edit was identified as a complementary ecommerce platform, well positioned in the growing activewear market due to its highly engaged customer base.

Since the launch of Goodmove in 2020, M&S has become the UK market leader for full price sales in the women’s activewear category, selling 1.6 million Goodmove items annually. It’s as yet not clear if the Goodmove men’s offer will also be added to The Sports Edit.

Richard Price, Managing Director of Clothing and Home at M&S, said: “In the space of two years, we’ve grown Goodmove to be a market leader in women’s activewear, built on our authority in sports bras coupled with our expertise in clothing innovation.

“Our launch on The Sports Edit is an exciting opportunity to showcase the great quality, everyday style and trusted value of Goodmove to new customers who are engaged in an active lifestyle, as we continue to shape the future of M&S.”

The Sports Edit was founded in 2015 by entrepreneur Nick Paulson-Ellis, who has grown the business by concentrating on bespoke brand curation across activewear, offering an extensive range of carefully selected popular customer favourites as well as emerging boutique brands.

With a focus on premium sportswear, athleisure and yoga and running, brands include Nike, Adidas, Under Armour, Castore, Reigning Champ, Spiritual Gangster, Teeki and The Upside.

The terms of the M&S investment deal in The Sports Edit will mean M&S will eventually own 100% of the brand.

Paulson-Ellis will continue to run the company independently as CEO and will be supported to grow by M&S’s investment and access to infrastructure and capabilities.

Paulson-Ellis said: “The Sports Edit is a rapidly growing platform and our mission is to curate a range of activewear products from leading brands, that meet our customers lifestyle needs.

“The Goodmove collection is perfect for those looking for exceptional value and quality, synonymous with the M&S brand. This is just the first move in our exciting partnership.”

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