M&S is ‘focused on being a destination’ for kids casual

Retailer launches new brand partnerships – including Clarks – while also adding Space Jam 2 to its licensed offer.

M&S Kids is forging ahead with its ambition to be a retailer focused on ‘being a destination’ for kids casualwear, unveiling a number of new brand partnerships this morning (29 June).

M&S Kids is currently growing ahead of the market, with market share +0.5% versus pre-pandemic. It is now the third biggest online kids clothing website in the UK.

This week will see M&S begin selling Clarks shoes on M&S.com and in eight UK destination stores (Argyle Street, Glasgow; Bluewater, Kent; Cheshire Oaks; Culverhouse Cross, Cardiff; Hedge End, Southampton; Lisburn; Westfield Stratford, London; and Wolstanton).

The move is part of the retailer’s strategic shift from ‘special occasion’ clothing and footwear to ‘everyday style and value’. This strategy means growing in kids casual categories from joggers to jeans, as well as maintaining its reputation as the go-to retailer for school uniforms.

Next month will see M&S launch a major back to school customer campaign, which will focus on a complete offer including accessories thanks to the introduction of Hype’s range of schoolbags and water bottles.

In addition, Little Joule, JACK & JONES JUNIOR and Somebody’s Child (the new kidswear range from Nobody’s Child, the first brand which launched on M&S.com) will also join M&S in the summer.

The new brands will sit alongside the growing kids casual range including its popular 3 for 2 bundle deal on basics and popular character ranges such as Harry Potter and Mr Men Little Miss.

The retailer will also be welcoming its newest character range in time for back to school season in the form of Space Jam 2, continuing its partnership with Warner Bros. Consumer Products.

Our kidswear mission is to remain the ‘go-to’ for Back to School while growing our daywear offer and that’s all about being more fun for everyday – more comfortable, more colourful, more casual,” explained Jill Stanton, director of M&S Kidswear (Womenswear & Beauty). “As part of this we have a great opportunity to introduce curated brands to complement our offer.

“It’s a really exciting time for M&S Kids and we’re looking forward to hearing our customers’ feedback, from both parents and kids.”

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