Matalan shared that the aim behind adding more new third-party brands is part of its efforts to significantly improve the choice of stylish and quality products on offer.

According to Ali Jones, Matalan's chief customer and omnichannel officer, this third wave of new online brands since Christmas demonstrates a positive reception from Matalan shoppers, who, he added, are on the "hunt for more choice and newness."

He stated: "With such a wide range of relevant and fashionable brands available alongside our core Matalan collections, we are a ‘one-stop-shop’ for customers, which is key to our strategy of building a modern, stronger Matalan."

Customers can expect new brands across all core categories on the Matalan website, including womenswear options from fashion-forward brands AX Paris, Linzi Footwear, Urban Bliss and Gini London. For menswear, new brands include French Connection, Tokyo Laundry, Crosshatch, and Duck & Cover.

Jewellery brands Jon Richard and Say It With will soon be available online, and the footwear range will expand with Totes, offering customers a range of options for women, men, and kids.

The omnichannel retailer shared that it is also welcoming new additions to its nursery lines with the launch of Hauck and Ickle Bubba.

This news comes shortly after April when Matalan introduced 17 new third-party brands across core categories.

At that time, Matalan said it had addressed customer feedback by extending the range of sizes available across numerous product lines, both in-store and online.