M&S has announced the addition of contemporary fashion and lifestyle brands Hush and Whistles to its ‘Brands at M&S’ online platform this season. These are the first dedicated womenswear brands to launch on the platform this year, as the retailer continues its focus on growth in womenswear and enhancing its fashion credentials.
The launch will introduce more than 300 new-season womenswear pieces to M&S.com, including dresses, denim, blouses, coords, outerwear, and accessories. Hush will also release a 12-piece exclusive collection for M&S, featuring summer separates and its best-selling barrel leg jean in leopard print, available only on M&S.com.
Womenswear has been a leading category for M&S within its third-party brand offering. In the past 12 months, it has accounted for 49% of ‘Brands at M&S’ sales, with an 18% increase year on year. The addition of Hush and Whistles will strengthen the existing line-up, joining brands such as Chinti & Parker, Baukjen, and Nobody’s Child—the first third-party brand to launch at M&S in 2020. The total number of brands available through ‘Brands at M&S’ now stands at 26.
As part of its continued expansion, M&S is also bringing back Nobody’s Child pop-up shops for the Spring/Summer season. Last year, over 100,000 customers shopped the brand in-store. This year, the pop-ups will return to popular locations, including Trafford Manchester, and expand into 28 additional stores, including Kew, Merry Hill, and Braehead, bringing the total footprint to 56 stores. Each 500ft pop-up will showcase a curated selection of 40 pieces from Nobody’s Child’s SS25 collection, featuring dresses, tops, blouses, and trousers.
Nishi Mahajan, Director of Third-Party Brands, Clothing & Home at M&S, commented:
“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 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. I’m particularly excited to introduce our exclusive collection with Hush, offering customers effortlessly stylish pieces that can’t be found anywhere else.”
The ‘Brands at M&S’ platform has expanded significantly, now featuring over 100 third-party brands. It continues to attract new customers, with over one million joining the platform in the past year. Notably, three out of four ‘Brands at M&S’ shoppers also purchase from M&S’s core womenswear range, highlighting the success of its curated approach.
Hush will be available on M&S.com from 12 March, followed by Whistles in April.
