Marks & Spencer will sell Adidas and Sweaty Betty online
‘Brands’ strategy: Marks & Spencer partners with Adidas and Sweaty Betty
Marks & Spencer has partnered with Adidas and Sweaty Betty to expand its ‘brands’ strategy.
More than 150 products from the two sportswear brands will be launched on M&S’s dedicated Sports Edit platform in early October.
M&S hopes to boost online growth by selling third-party brands, with upcoming additions including Columbia, Regatta and Sorel.
In March 2022, it bought a stake in sportswear platform The Sports Edit.
Nishi Mahajan, director of third-party brands at M&S, said expanding the sporty range is “just one of the ways we are becoming increasingly relevant to our customers’ lifestyles.”
M&S launched its Brands at M&S offering in March 2021 following the purchase of Jaeger, its first brand, in January 2021.
The move has helped the company shake off the “sloppy” perception of its clothing and attract younger buyers.