M&S has announced 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:

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.”