Marks & Spencer claims industry first with kids’ clothing guarantee

M&S said it is the first UK high street retailer to offer such a guarantee, which offers a full refund within 365 days of purchase, other than for factors such as ordinary wear and tear or damage.

The retailer described the initiative as an example of “leveraging its market leading position in quality to grow market share in kidswear”, which is a category identified for growth, and that it would further its sustainability programme by encouraging ‘rewear’.

M&S kidswear director Alexandra Dimitriu said: “At M&S, exceptional quality products are at the heart of everything we do. Quality and durability is in our DNA, and is an important part of our Plan A [sustainability]  roadmap as we move toward a more circular economy.

“In kidswear, our customers have always trusted us for the hand-me-down quality of our clothing, knowing that every single item they buy is exceptional quality and trusted value.

“With an authoritative lead in quality, we’re going one step further to give our customers the confidence that any item of kids’ clothing they purchase is made well and made to last and can be given another life when their children grow out of it.”

M&S’s ambitions for kidswear form part of its plans to draw more family shoppers. Earlier this year, the retailer cut prices by up to 20% on more than 100 products from its ‘everyday essentials’ childrenswear range.