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  • M&S expands kidswear ‘Brands at M&S’ presence introducing Clarks to 27 M&S stores and Smiggle to 60 stores, all in time for Back-to-School
  • M&S also welcomes Hype to 8 M&S stores and Kickers and Jansport to online platform M&

Today, M&S is announcing the expansion of kidswear ‘Brands at M&S’, welcoming iconic shoe brand Clarks and popular school supplies brand’s Smiggle and Hype to more stores across the UK, as well as welcoming Kickers and Jansport to M& This summer, M&S is the one-stop-shop for Back-to-School, offering everything from schoolwear to accessories, for a seamless shopping experience. 

At M&S, we’re known for our trusted-quality, durable school uniform.  As the go-to retailer for Back-to-School, we’re building on the strength of our in-house offering and making it easier to remember the “extras” by providing a carefully curated choice of third-party brands which appeal to our customers. The brands offer convenient in store services, such as free measure & fitting for footwear, plus complementary new school accessories – a category where M&S does not have an extensive own brand offer.

Brands at M&S

The third-party Back-to-School offering is part of the wider ‘Brands at M&S’ strategy, which offers customers access to a carefully selected group of brands and all of the advantages of shopping with the M&S platform, from free next day Click & Collect to our Sparks loyalty programme. 

Although predominantly an online platform, the store expansion of Clarks, Hype and Smiggle follows the success of a trial in 8 stores across the UK for Back-to-School last year. Stores which featured Clarks complementary measure & fit service, on average saw an 8% rise in customers in store, increasing total kidswear sales by 13% as it continues to grow market share.

Back-to-School is the third biggest retail event of the year. With 1 in 4 M&S Clothing & Home customers now shopping kidswear, appealing to family shoppers is a key strategic focus. Earlier in the year, M&S also welcomed the award-winning early years toy specialist, Early Learning Centre to 10 stores across the UK.

Neil Harrison, Director of Brands at M&S said We’re really proud to be the UK market leader in children’s schoolwear, known for our trusted quality and everyday value. Back-to-School is a busy time for families and we want to make the shopping experience even easier for our customers by putting some of their favourite footwear and accessories brands, alongside our strong schoolwear offer. This is just one of the many ways we’re offering our 22m Clothing & Home customers, more reasons to shop with M&S.”

Brands at M&S are available in selected M&S stores across the UK. The full Back to School product range is available on M& and available for next day delivery or free Click & Collect to over 700 M&S locations. Customers can book appointments for Clark’s measure & fit service in M&S stores across the UK via


Brands at M&S Timeline

  • September 2020 – The first Clothing brand went live on M& – Nobody’s Child 
  • November 2020 – Early Learning Centre launched on M&
  • January 2021 – M&S purchased 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
  • June 2021 – Footwear brand Clarks and Hype launched on M& and in 8 stores across the UK 
  • September 2021 – School and leisure essentials retailer Smiggle launched on M& and in 8 stores across the UK
  • November 2021 – M&S purchased a minority stake of the eco-conscious fashion brand, Nobody’s Child
  • March 2022 – M&S invested in The Sports Edit

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