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Today (Thursday 11th March), M&S is announcing the first wave of guest brands to be marketed and sold under the banner ‘Brands at M&S’. The new offering is part of M&S’s Never the Same Again programme to adapt its clothing business to be more relevant, more often to customers, including introducing exciting partner brands to turbocharge online growth.

Coming online through March, April & May to be sold alongside M&S’s everyday style & value core range and in-house brands (Autograph, Goodmove and Per Una) will be:

  • Hobbs (womenswear) – part of TFG Brands
  • JACK & JONES (menswear) – part of BESTSELLER
  • Joules (womenswear)
  • Phase Eight (womenswear) – part of TFG Brands 
  • Seasalt Cornwall (womenswear) 
  • SELECTED HOMME / SELECTED FEMME (menswear & womenswear) – part of BESTSELLER
  • Sloggi (Lingerie) 
  • Sosandar (womenswear)
  • Triumph (lingerie)
  • White Stuff (womenswear)
  • Y.A.S (womenswear) – part of BESTSELLER

These new brands will be in addition to the curated offer already on M&S.com from early launches including Early Learning Centre & Nobody’s Child, as well as the branded kidswear offer which launched last week from Brand Machine Group including Elle Junior, Russell Athletic, Ben Sherman and Original Penguin. ‘Brands at M&S’ will also offer exclusive product including from Finery & Ghost (new product landing soon).

With different product styles each brand will offer a curated range for M&S.com that is complementary to M&S’s own offer for customers. Brands will also give M&S the opportunity to stretch customer appeal and introduce its customers to something new. For example, nearly 10% of customers who have purchased Nobody’s Child (the first brand to launch last Autumn) are new to M&S womenswear. Selected brands will also allow M&S to offer different categories, such as Early Learning Centre product which was popular over Christmas and complemented M&S’s kidswear range. 


Neil Harrison, Director of Brands at M&S 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. The exciting mix will offer our 22m customers product we already know they love and introduce them to some new brands – everything will be available with the benefits of shopping on M&S.com – from tailored Sparks offers to free next day click & collect. As part of our transformation, we also remain committed to developing the quality, style & value of our own ranges and sharing them with customers on M&S.com with energy, confidence & style.” 


Turbocharging M&S.com


Under MS2, M&S is setting itself up to better deliver online for customers by bringing together its online, data & digital capabilities to trade at a faster pace with range and availability adapted to the online model – including for guest brands. 

Brands will initially launch on M&S.com with future opportunities in UK stores. Partnerships with brands will vary – from wholesale agreements to exclusive collaborations, to occasional new members of the M&S Family such as Jaeger. 



- Ends -


Notes to Editors:


Further Detail – Jaeger 
  • M&S purchased the Jaeger brand, products and supporting materials in January as part of its plans to turbocharge growth on M&S.com. 
  • Fiona Lambert has now joined M&S as MD of Jaeger, experienced at defining and transforming brands and she will freely lead the brand re-positioning of Jaeger, supporting the expert team to revive the heritage in a relevant, contemporary, and commercial way.
  • M&S will update in the coming weeks on the next steps for the brand. 


Further Detail – Never the Same Again
  • M&S announced its Never the Same Again programme in May last year to draw on learnings from the crisis and capitalise on opportunities to drive the transformation plan in a changed consumer environment.
  • M&S Clothing & Home is particularly focused on - 
  1. Accelerating its move to everyday style & value
  2. Turbocharging growth on M&S.com
  • Recent updates on Everyday Style & Value include:

New sustainability standards for M&S’s hero category – denim 

New Mr Men & Little Miss range as part of a focus on kidswear 

Expanding Goodmove to Menswear & Kidswear


Further Detail – M&S’s Own Brands 
  • The majority of M&S clothing is ‘M&S Collection’ - labelled M&S it offers great quality, everyday style, and trusted value.
  • As part of M&S’s transformation the in-house brands have been simplified to:

Autograph – womenswear & menswear 

Per Una – womenswear 

Goodmove (activewear) – womenswear, menswear & kidswear 

  • The following brands have been removed: Collezione & North Coast (in 2016) Indigo (in 2018), Limited (2018), Classics (2019) 


M&S’s Branded Beauty Offer 
  • M&S launched branded beauty in 2012 and sells quality brands such Alpha H and Prai alongside an own brand offer (such as the bestselling formula sleep cream which launched four years ago).
  • The launch of branded beauty followed the launch of branded Food in 2009.