​M&S to sell Adidas and Sweaty Betty online as it extends brand strategy

M&S will sell 150 products from the two sportswear brands on its dedicated platform The Sports Edit, which it bought a stake in in March 2022.

The retailer is planning to drive online growth in a third-party brand push and will add other labels including Columbia, Regatta and Sorel.

Marks & Spencer’s growing partnership with sports retailers follows the news earlier this month that it is adding Estée Lauder fragrances to its third-party beauty offering.

M&S launched its Brands at M&S offer in March 2021 after purchasing fashion retailer Jaeger in January 2021.

M&S director of third-party brands Nishi Mahajan said the expansion of its sports range is “just one of the ways we’re continuing to become more relevant to our customers’ lifestyles”.

The retailer said the introduction of third-party brands has encouraged young shoppers to its platform.