Marks & Spencer has begun selling third-party fashion items on its website for the first time in its history as part of an ambitious plan to modernise its offering.
M&S has partnered with Nobody’s Child to offer a range of 140 womenswear products including dresses, knitwear and loungewear, all available for next-day delivery.
This marks the first time M&S has sold clothing produced by a brand other than its own, and forms part of its wider strategy to improve its ecommerce offering.
Nobody’s Child was founded in 2015 and focuses on the use of sustainable fabrics, which is understood to have been a key selling point for M&S.
“Nobody’s Child has been selected as our first brand to test this model using a curated range from its wider offer which we think will resonate with our customers,” M&S director of ecommerce Stephen Langford said.
“The Nobody’s Child team is experienced at operating as a third-party brand, has an excellent near-sourcing supply chain and shares our passion for sustainable clothing.”
M&S said that more brands could be added to its fashion range, which has seen a dramatic fall from prominence over the last decade, in a bid to reinvigorate sales.
It comes as M&S powers ahead with its “Never the Same Again” initiative, marking a heavy investment in and focus on becoming a “digital first” retailer.
Alongside its debut launch online with Ocado, M&S has overhauled its iconic “Sparks” loyalty scheme to be entirely digital, and its new app has now been downloaded over 1 million times.