It’s a stalwart of the UK High Street, and now Marks & Spencer Fashion is officially making the jump to across the pond.
The heritage British brand has overhauled its clothing department to cater to a younger audience with fashion-forward designs, and bosses in the US have taken note.
For the first time, a selection of M&S’s bestselling womenswear items will be sold in-store and online by the upmarket department chain Nordstrom.
The launch followed research by the brand, which found that one in ten Americans had M&S clothes on their radar, with awareness concentrated among 25 to 34-year-olds.
Nordstrom, in 30 locations from Los Angeles to New York, will sell 60 pieces from the M&S’s most-loved collections.
It’s the latest sign of success across the Atlantic for the brand, which sells 30,000 bags of Percy Pigs every week at Target, having launched food products with the US retailer in 2022.
It’s far from the first overseas triumph for M&S. In Australia, where it launched its first-ever global fashion wholesale partnership with David Jones last year, it’s set to increase offerings in the coming weeks following impressive sales.
Nordstrom, in 30 locations from Los Angeles to New York, will sell 60 pieces from the M&S’s most-loved collections.
Approximately 30,000 bags of M&S’s Percy Pigs are sold in US Target stores a week
Discussing the global rollout, Mark Lemming, managing director of international at M&S, said: ‘Our purpose is to bring the best of M&S to customers around the world.
‘With strong brand momentum as the UK’s most trusted retailer and now leading in style, quality and value perceptions in our womenswear range, now is the time to build our brand awareness in the US fashion market and establish ourselves as a globally trusted brand.
‘We’re delighted to partner with Nordstrom, a partner who shares our values and will support us as we accelerate our growth.’
Emily Crandall, executive vice president and general merchandise manager of women’s and men’s apparel at Nordstrom, commented: ‘We’re always looking for new ways to inspire our customers, and that starts with bringing them exceptional brands from around the world.
‘Marks & Spencer is known globally for delivering quality and style at a value, and we’re excited to help introduce their bestselling items to US customers.
‘This partnership creates a meaningful opportunity for our customers to discover the brand when they shop at Nordstrom.’
It marks a great shift away from where M&S was just years ago, when its own chief executive admitted its clothing had a certain ‘frumpiness’.
Now, while the brand hasn’t alienated its core base, there is the addition of unmistakably on-trend items lining the racks to tempt both younger buyers and millennial women who are very much invested in looking good, as well as celebrity collaborations with the likes of Sienna Miller and former Made In Chelsea star Binky Felstead.
So, just how did M&S become cool? The answer lies largely with Maddy Evans, the former fashion director of Topshop, who was hired in 2019 as head of buying and promoted to director of womenswear in 2022.
Her presence has helped M&S fill the crucial gap left by what was one of the High Street’s most popular brands by offering must-have, seasonal pieces.
The store has also adopted a faster fashion approach, meaning new items can move from the drawing board to the shelf in as little as a month, enabling the retailer to react to demand and the newest trends.
Speaking previously to the Daily Mail, Ms Evans said: ‘We’re pleased to see womenswear achieve its highest ever style rankings, particularly with the 35-54 customer – a clear sign our focus is landing, and our ranges are resonating with more people more often.
‘It’s important that we keep up momentum, so this season we’re supercharging newness across the board: from dresses and partywear through to denim, knitwear and outerwear. We’re investing in fabrics, silhouettes and trend-led pieces our customers want while still delivering the value they trust us for.’
