Marks & Spencer has unveiled an array of third-party fashion brands that will be sold through its website to accelerate online appeal.

M&S said the addition this month and next of the “guest” brands, which will sit alongside its own including Per Una and Autograph, would help it be “more relevant, more often” to customers and drive online growth.

The raft of new brands includes Bestseller’s Jack & Jones and Sloggi lingerie. A curated assortment from partners has been selected to complement M&S’ own range and will be sold under the Brands at M&S banner.

M&S guest brands

  • TFG Brands’ Hobbs and Phase Eight womenswear
  • Bestseller’s Jack & Jones menswear, Selected Homme, Selected Femme, YAS womenswear
  • Joules womenswear
  • Seasalt womenswear
  • Sloggi lingerie
  • Sosandar womenswear
  • Triumph lingerie
  • White Stuff womenswear

The latest roster of partner brands joins others already for sale on M&S’ website, such as The Entertainer’s Early Learning Centre toys and Brand Machine Group childrenswear including Ben Sherman and Original Penguin. Others include Finery and Ghost.

M&S director of brands Neil Harrison said: “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 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 Sparks offers to free next day click and collect.”

The introduction of third-party brands follows the launch of the MS2 division, created to turbocharge online growth with the license to “think like a pureplay” by better deploying online, data and digital capabilities.

As part of the strategy, M&S has also acquired fashion brand Jaeger, which will be run by former George at Asda boss Fiona Lambert. M&S will update on plans for Jaeger “in the coming weeks”.

M&S has traditionally only sold its own brands but believes the addition of relevant third-party labels will add to its online clout. Rival Next has sold third-party brands for some time and invested in some – yesterday Next took a stake in Reiss.

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