A spokesperson from M&S confirmed to Just Style that the British retailer is trialling a new "standalone" clothing and beauty concept store. This new store will feature a curated edit of M&S' wider womenswear and menswear collections, along with beauty products.
The trial will take place at a single store location to gauge market demand and customer response.
Chloe Collins, the head of apparel at GlobalData, supports M&S' decision to invest more in apparel, especially since the retailer took a 5.2% share of the UK apparel market in 2023—its highest since 2017.
She noted that while M&S' traditional demographic has included older shoppers who favoured a one-stop shop for clothing, food and home goods, the retailer has recently succeeded in attracting young consumers.
This shift, according to Collins, makes a clothing and beauty-only store a "wise" move, providing a more convenient and inspiring shopping experience that younger customers are likely to prefer over M&S' larger full-line stores.
According to British news outlet The Telegraph, M&S' new standalone clothing boutique will open at London's Battersea Power Station later this year as a trial, with the "potential" for more openings to follow.
M&S clothing sales surge driven by younger shoppers
M&S' focus on apparel is a part of its broader strategy to capture a younger audience. The retailer's FY 2023/2024 results showed a surge in clothing sales, with adjusted operating profit in the clothing and home division rising to £402.8m ($512.7m) from £323.8m.
This growth was attributed to strategic buying and merchandising, improved product style, quality and value.
At that time, GlobalData's retail analyst, Eleanor Simpson-Gould echoed the same sentiments as Collins. She pointed out that M&S’ clothing division, traditionally favoured by an older demographic, was attracting a younger audience, drawn in by new partnerships with Nobody’s Child, Sweaty Betty and adidas.
M&S CEO Stuart Machin emphasised: "We are at the beginnings of a new clothing, home and beauty business with a better product and trading model and an improving customer proposition, which is resonating with a broader customer base. There is substantial opportunity and restructuring plans are underway across the product offer, store estate, online experience, and supply chain which offer the potential for sustained growth."
Bolstering third-party portfolio for retail success
Nishi Mahajan, director of third-party brands at M&S, told Just Style that third-party brands partnerships are a key part of its strategy over the last few years.
She shared insights into how the British retailer is not just meeting, but exceeding expectations by thinking outside the box and delivering precisely what consumers want through third-party brand partnerships.
Under its ‘Never the Same Again’ agenda, M&S announced in 2020 that guest brands would be introduced online and in larger stores in a bid to broaden its appeal and grow online sales.
Mahajan underscored that M&S’s vision to become the "most trusted retailer" comes down to doing the right thing for its customers and its focus within its Clothing & Home category.
