‘Brands’ strategy: Marks & Spencer has teamed up with Adidas and Sweaty Betty
Marks & Spencer has teamed up with Adidas and Sweaty Betty as it extends its ‘brands’ strategy.
More than 150 products across the two sportswear brands will launch on M&S’ dedicated Sports Edit platform in early October.
M&S is hoping to drive online growth by selling third party brands, with upcoming additions including Columbia, Regatta and Sorel.
It bought a stake in sportswear platform The Sports Edit in March 2022.
Nishi Mahajan, director of third-party brands at M&S, said expanding its sporty ranges was ‘just one of the way’s we’re continuing to become more relevant to our customers’ lifestyles.’
M&S launched its Brands at M&S offer in March 2021 after purchasing Jaeger, its first brand, in January 2021.
The move has helped it to shake off a ‘dowdy’ perception of its clothes and enticing younger shoppers.
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