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M&S to sell rival clothing brands online in bid to broaden its appeal


Marks and Spencer (M&S) has revealed plans to accelerate online fashion sales by offering clothing from rival brands including Joules and White Stuff.

The retailer, which has struggled to grow sales of its own fashion offering – particularly for women – over many years has shifted its focus towards digital channels in a bid to spur its fortunes amid disruption to store operations through COVID-19 restrictions.

It snapped up collapsed fashion brand Jaeger in January and announced earlier this week that it had launched online sales channels in another 46 countries as part of its strategy to “turbocharge” digital growth.

M&S store
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Marks and Spencer bought the Jaeger brand from administrators to bolster its fashion offering

M&S said on Thursday its website would also sell stock from Hobbs and Sloggi this spring – with the first wave of guest brands being marketed and sold under the banner “Brands at M&S”.

It added that products from Phase Eight, Sosandar and Triumph would follow.

The company’s Never the Same Again programme, started by chief executive Steve Rowe, has led to the closure of under-performing stores and an online-led approach that M&S had already said would include other brands to broaden its appeal.

It has previously partnered online with Nobody’s Child and collaborated with Early Learning Centre.



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