Marks & Spencer has bolstered its third-party fashion offer with two more partnerships.
Hush and Whistles are the new names to join the Brands at Marks & Spencer’s online platform.
More than 300 new season’s products from the pair will be sold through M&S, including an exclusive 12-piece collection from Hush—the first time that M&S has offered an exclusive capsule for a third-party brand launch.
Hush and Whistles are the first dedicated womenswear brands to launch on the platform this year. Womenswear is one of the top performing categories on Brands at M&S. The category accounted for making up nearly half of Brands at M&S sales in the last 12 months, when sales advanced 18%.
M&S also revealed it is again opening Nobody’s Child pop-up shops for the spring/summer season after their success last year. They will trade from 56 branches—an increase of 28 locations. The pop-ups will sell the latest collection from Nobody’s Child, in which M&S is an investor.
M&S director of third-party brands, clothing and home Nishi Mahajan said: “Four years ago we introduced a small selection of third-party womenswear brands to M&S, and today, it continues to be our best performing category.
“We’re continuing to listen and learn from our customers. We know that in womenswear they want highly credible, fashion-led brands which complement and enhance our core offer at M&S.
“We’re confident that the arrival of Hush and Whistles, as well as the return of our Nobody’s Child pop-up shops, will ensure we are the destination for womenswear this season as we continue to drive style perceptions and grow market share.”
The retailer has been focusing on improving its style perceptions too, and it now holds a 10.4% womenswear market share—its highest for some years.
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