Marks & Spencer will set up Early Learning Center toy stores and Nobody’s Child Fashion in some stores as part of his strategy to sell foreign brands and increase its appeal to families.
Clothing, food and household retailers will open Early Learning Center outlets in Kent’s Bluewater Shopping Center, Birmingham’s Longbridge and Liverpool, along with activity tables for children, as well as toys for sale, at the end of March. .
Neil Harrison, brand director of M&S, said the move was part of an effort to make stores more “relevant to the family” after testing the Early Learning Center’s products on its website.
“We know a large portion of our customers want to buy baby clothes and toys for family and friends. So, by bringing the Early Learning Center brand – with fun and interactive experience – to our stores, we’ve been able to give our 22 million customers more reasons to shop with us, “he said.
M&S first started selling outdoor brands on its website a year ago but Clarks is experimenting with selling the brand in 15 stores, including children’s shoes and sisult clothing for women, as part of an effort to revitalize the apparel segment.
In addition to the arrival of the Early Learning Center, M&S is bringing more clothing brands to stores, doubling the number of Seasult sales to 20, and taking Nobody’s Child to nine stores.
The latest move would put at least one clothing or children’s toy brand in 27 UK stores. M&S has a total of 284 clothing stores.
Jaeger, a women’s clothing brand that M&S bought from the administration last year, will also be offered in several international stores.
Richard Price, managing director of M & S’s apparel and home division, says brands can help bring in more buyers and improve perceptions about retailer style.
More than 35 brands are being sold through M & S’s websites, including Sosander, Smigel and Jigsaw, since the first experiment with Nobody’s Child in March last year.
Brands now represents 3.5% of M & S’s online sales, bought by 1.2 million buyers, which helps revive the group’s apparel sales, Price said.
“We are excited about the role that brands can play in bringing customers to the M&S ecosystem, complementing our own-labeled products, beyond commercial benefits. Customers who buy the brand don’t spend twice as much on average but go back to shopping 10 days in advance.
“Through the brand at M&S, we are building deeper relationships with our customers, getting to know them better, and as a result, our 22 million customers are getting a richer and more seamless experience from M&S.”
M&S announced last week that its food business boss, Stuart Machin, will replace Steve Roy as chief executive. Katie Beckerstaff, who manages its clothing and home division, is known as the “co-CEO” in an unusual leadership structure.