Marks & Spencer (M&S) is set to broaden its sportswear assortment with the addition of renowned brands Puma and Reebok to its dedicated sportswear platform, The Sports Edit on M&S.com. This move is part of the retailer’s ongoing strategy to enhance its ‘Brands at M&S’ offering, affirming its position in the sportswear market.
As of today, 15 February, M&S has officially announced the inclusion of Puma and Reebok in its sportswear lineup, introducing over 140 products from these global giants to M&S.com over February and March. The selection will encompass a mix of performance and lifestyle apparel and footwear, spotlighting Reebok’s top-selling footwear styles, the Club C and the Nano.
This announcement coincides with the first anniversary of the partnership between M&S and The Sports Edit, a period which has seen sportswear searches on M&S.com soar by +110% compared to the previous year. M&S.com now proudly hosts five of the top ten global sportswear brands, including adidas, Puma, Columbia, ASICS, and Reebok, alongside other notable brands such as Sweaty Betty and Girlfriend Collective.
The Sports Edit on M&S.com, launched in February 2023, offers a comprehensive range of over 800 products. This includes selections from third-party brand partners and M&S’s own brand activewear collection, Goodmove, which has seen remarkable success, selling over 1.6 million items annually.
The UK sportswear market, valued at over £15.3 billion in 2022 and representing approximately 26% of the total apparel spend, is anticipated to grow by 16.3% from 2022 to 2027. M&S is capitalising on this growth by enhancing its sportswear offerings, integrating third-party brands that complement its own-brand range, with branded footwear, leggings, sweat tops, and outerwear proving especially popular among M&S customers.
Nishi Mahajan, Director of Third-Party Brands at M&S, emphasized the importance of sportswear to the Brands at M&S strategy, noting the aim to grow market share and brand credibility within the category. “Our dedicated platform caters to every style, energy level, and price point, enhancing the strength of our core Goodmove range. We’re expanding rapidly, with more to expect in the coming year,” Mahajan stated.
Nick Paulson-Ellis, Founder and CEO of The Sports Edit, highlighted the significance of including five of the top ten global sportswear brands on the platform, with plans to add more throughout the year. “And we’re still only one year in,” he added, indicating the potential for further growth.
The inclusion of Puma and Reebok on The Sports Edit platform on M&S.com from February and March, respectively, is part of the wider ‘Brands at M&S’ strategy. This initiative has seen the platform expand to over 90 third-party brands, attracting new customers and increasing spend, with a significant portion of orders including an M&S product. Brand partners benefit from access to over 30 million M&S customers, extensive customer data, and omni-channel purchase and return options, fostering a symbiotic relationship that drives mutual growth.
