By Alex Dimitriu, Kidswear Director

As someone who navigates the joyful chaos of parenthood, I understand firsthand what matters most when dressing children: quality that stands the test of time. That’s why durability isn’t optional for us - it’s part of who we are.

Exceptional quality runs deep in our DNA. It's one of the reasons so many families trust our kidswear to go the distance, because it’s made to be passed down, not tossed out. At our archive in Leeds, we have children's jackets dating all the way back to the 1960s, each one with more than one name written inside. A testament to shared childhoods and sustainable fashion long before it became a trend.

Those heirlooms from our past continue to inspire our design team today. In fact, we now add special labels in our kids’ jackets with space for three names - making it easier than ever for parents to pass clothing on to siblings, cousins, or friends. It’s a small detail with a big impact.

We know trust isn’t given, it’s earned. And we never take it lightly. Whether it’s a comfy pair of joggers, a dress for a special day, or the school uniform that goes through everything, every item is made well and made to last, tested for durability, and offered at a price parents can feel good about. That’s why, earlier this year we also reduced prices by up to 20% on over 100 products which we consider everyday essentials. 

And now, we’re doing even more. From today, every piece of M&S kidswear comes with a one-year quality guarantee. If any item doesn’t live up to our high standards within 365 days, we’ll make it right with a full refund. We’re proud to be the first major UK high street retailer to offer this and we believe it’s the right thing to do.

We’re also thinking about the future, not just for our kids, but their kids too. Our “Another Life” initiative is part of our Plan A sustainability strategy, helping customers extend the life of their clothes through the 4 R's - Rewear, Repair, Recycle and Resale. Because quality isn’t just about how long something lasts, it's about how many lives it can live.

This one-year guarantee gives our customers the confidence that the kidswear clothing they purchase is quality and value they can trust today and 365 days from now.

As a mum myself, I know just how important this is.