1️⃣ The power play 🏋️
M&S is not just about your grandma's undies anymore. They're stepping into the ring with Puma and Reebok, adding a whopping 140+ products to 'The Sports Edit.' Since partnering with Sports Edit in March 2022, they've seen sportswear searches on their site double. "Our platform caters to every style," boasts Nishi Mahajan, M&S's director of third-party brands. She's not kidding; they're now stocking 90+ outside brands, including half of the top ten global sportswear giants.
2️⃣ The growth game 📈
The UK's sportswear market is flexing, valued at over £15.3bn. It's not just gym rats fueling this growth; it's everyone wanting to look as though they might just hit the gym later. M&S's move to include big names like Puma and Reebok is savvy, tapping into a market expected to balloon by 16.3% by 2027. "We’re growing at pace," Mahajan smirks, and it's clear they have their sights set on more than just market share.
3️⃣ The strategy shuffle 🚀
This isn't just about slapping some new brands on their site. M&S is curating an empire, aiming to be the go-to for sportswear aficionados. Their 'Brands at M&S' strategy is not just about breadth but depth. With a lineup that already reads like a who's who of sportswear, including Adidas, Columbia, and Asics, they're not just playing the game; they're aiming to change it. "Sportswear is an integral part of our strategy," Mahajan declares, hinting at even bigger moves on the horizon.
4️⃣ What's next? 🔮
With this latest addition, M&S's sportswear platform boasts over 800 products. But they're not resting on their laurels. With the market on a steady climb, M&S is positioned to leap from traditional retailer to sportswear titan. "And we're still only one year in," teases Nick Paulson-Ellis, CEO of The Sports Edit. What's next? If M&S has its way, they'll be outfitting us for more than just our shopping sprees.
❓ What's your next M&S sportswear pick?
