Marks & Spencer has officially launched ranges from Phase Eight, Hobbs and Sosandar on its online fashion platform as it seeks to reinvent itself as a fashion platform.
M&S announced last year that it would begin selling third-party fashion brands for the first time in its history amid a wider modernisation of its retail model.
As part of its “Never the Same Again” transformation programme, which aims to convert M&S into a major online retail player, it has been slowly adding third party fashion brands alongside its own lines Autograph and Per Una.
After it was revealed to have signed deals with Phase Eight, Joules and Hobbs in January, M&S has now launched hundreds of new items from the brands on its online store.
Under its “Brands at M&S” banner the historic retailer has also already launched collections from Nobody’s Child, Ghost and Finery London.
Earlier this year, M&S purchase fashion brand Jeager out of administration for £5 million marking its first acquisition since purchasing Per Uni in 2004.
Despite its new adoption of third-party brands, M&S’ chief executive Steve Rowe has said he is not interested in pursuing a department store model, and was only interested in “finding and partnering with adjacent brands” which could help drive sales in its struggling fashion arm.