Marks & Spencer (M&S) is bolstering its “Brands at M&S” online platform with the addition of contemporary fashion and lifestyle brands, Hush and Whistles, this season. This move reinforces M&S’s commitment to growth in womenswear and strengthening its style reputation.
Hush and Whistles, the first dedicated womenswear additions to the platform this year, will introduce over 300 new season products to M&S.com. The range includes day dresses, trend-forward denim, boho blouses, coordinated sets, outerwear, and accessories. Notably, Hush will launch an exclusive 12-piece collection, featuring summer separates and their popular leopard print barrel leg jean, available only at M&S.com.
This expansion comes as M&S achieves its highest womenswear market share in years (10.4%) and continues to drive style perceptions, up 6 percentage points year-over-year, while maintaining its strong position in quality and value. Womenswear is a leading category within “Brands at M&S,” accounting for nearly half (49%) of sales in the last 12 months, with a year-on-year growth of 18%. Hush and Whistles will join existing brands like Chinti & Parker, Baukjen, and Nobody’s Child, bringing the total number of third-party brands to 26.
Building on the success of last year’s pop-up shops, Nobody’s Child will return to M&S stores for the Spring Summer season. Due to high customer demand, with over 100,000 shoppers engaging with the brand in-store last year, M&S is expanding its pop-up footprint to 56 locations, including new additions like Kew, Merry Hill, and Braehead. The 500 sq ft pop-ups will feature a 40-piece capsule collection from Nobody’s Child’s SS25 line, showcasing signature dresses, tops, blouses, and trousers.
Nishi Mahajan, Director of Third-Party Brands, Clothing & Home at M&S, stated, “Our third-party womenswear offering, launched four years ago, continues to be our top-performing category. We are responding to our customers’ desire for credible, fashion-forward brands that complement our core M&S range. The addition of Hush and Whistles, alongside the return of Nobody’s Child pop-ups, will solidify M&S as the go-to destination for womenswear this season. We are particularly excited about the exclusive Hush collection, offering unique and stylish pieces.”
The “Brands at M&S” platform now boasts over 100 third-party brands, attracting over 1 million new customers in the past year. Notably, 75% of “Brands” customers also shop M&S’s core womenswear collection.
Hush will launch on M&S.com on March 12th, with Whistles following in April.
