Superdry, Ted Baker and Lyle & Scott join Brands at M&S
Superdry, Ted Baker, Lyle & Scott and Musto have joined the Brands at M&S programme boosting Marks & Spencer's menswear offer in the lead-up to Christmas.
This latest move brings an additional 250 menswear products to the Marks & Spencer website, including casualwear, outerwear and accessories, and takes the number of menswear partners within the Brands at M&S platform to 17. Others already included are Ben Sherman, Farah and Jack & Jones.
According to M&S in the last 12 months, 7% of core menswear customers have shopped Brands at M&S – reflecting a clear growth opportunity as the retailer looks to attract more male customers to the platform. Some three in give Brands at M&S customer also shop the retailer's core menswear offer.
The latest additions follow a ‘standout performance’ reported in Clothing & Home at M&S with total sales growth of 14% in the first half of the year.
Its core fashion offer is now complemented by 50 brands across menswear and womenswear with sales more than doubled to £70m. In the last 12 months, 11.5m customers shopped the platform, and Brands at M&S now represents 4.1% of total Clothing & Home sales.
Richard Price, Managing Director of Clothing & Home at M&S said: “Brands at M&S has continued to grow at pace and the response has been incredible – two thirds of our customers are now more likely to shop with us because of our branded offer. By welcoming four aspirational menswear brands, we’re able to engage with both new and existing customers and showcase the style credentials in our core menswear offer, as we continue to appeal to today’s customer.”
Brands at M&S was first launched in September 2020 while the UK was still in the group of the pandemic with the sustainable womenswear brand Nobody's Child the first to go live. The initiative has not only seen M&S launch third-party brands on its website but also make strategic investments in brands.
Brands at M&S Timeline:
• September 2020 – The first Clothing brand goes live on M&S.com – Nobody’s Child
• January 2021 – M&S purchases its first brand – Jaeger – for £6m, (Jaeger then relaunched under the leadership of Fiona Lambert in October 2021)
• March 2021 – ‘Brands at M&S’ officially launched introducing several clothing brands including Seasalt, Sloggi and Sosandar
• November 2021 – M&S purchases a minority stake of the eco-conscious fashion brand, Nobody’s Child
• March 2022 – M&S invests in The Sports Edit
Main image: Ted Baker