M&S is building on its in-house Back to School offer with a wider selection of third-party brands. The expansion of kidswear ‘Brands at M&S’ will see shoe brand Clarks and school supplies brands Smiggle and Hype join more M&S stores across the UK this summer. The retailer is also introducing Kickers and Jansport to M&S.com.

The aim is to create a one-stop shop for Back to School, offering everything from schoolwear to accessories. The third-party brands will also offer in-store services, such as free measure and fitting for footwear. Plus, complementary new school accessories – a category where M&S does not have an extensive own brand offer.

Brands at M&S

The third-party Back to School offering is part of the wider ‘Brands at M&S’ strategy, which offers customers access to a group of brands together with the advantages of shopping with the M&S platform. For instance, free next day Click & Collect and the Sparks loyalty programme.

Although predominantly an online platform, the store expansion of Clarks, Hype and Smiggle follows a trial in eight stores across the UK for Back to School last year. On average, stores that featured Clarks’ complimentary measure & fit service saw an 8% rise in customers in-store, increasing total kidswear sales by 13%.

Back to School is the third biggest retail event of the year

With 1 in 4 M&S Clothing & Home customers now shopping kidswear, appealing to family shoppers is a key strategic focus for the retailer. Commenting is Neil Harrison, Director of Brands at M&S.

“Back to School is a busy time for families and we want to make the shopping experience even easier for our customers by putting some of their favourite footwear and accessories brands alongside our strong schoolwear offer.”

Brands at M&S are available in selected M&S stores across the UK. The full Back to School product range, meanwhile, is available on M&S.com.