M&S adds Hush and Whistles to its ‘Brands at M&S’ platform

M&S has announced the addition of contemporary fashion and lifestyle brands, Hush and Whistles to its ‘Brands at M&S’ online platform this season, as the retailer continues to go after growth in womenswear and drive style perceptions. Hush and Whistles are the first dedicated womenswear brands to launch on the ‘Brands at M&S’ platform this year. It will introduce more than 300 new season womenswear products to M&S.com including day dresses, trend-forward denim, boho-style blouses, coords, outerwear, and a selection of bags, heels and sandals. The range will include a 12-piece exclusive collection from Hush, featuring summer separates and a leopard-print barrel leg jean, available only on M&S.com. As part of its growth strategy, M&S is working to “enhance” style perceptions while “strengthening its position in quality and value”. Womenswear is a “top performing” category within ‘Brands at M&S’, making up nearly half (49%) of sales in the last 12 months, with sales +18% vs last year. According to M&S, Hush and Whistles will “bolster” the existing offer of stylish womenswear brands and sit alongside Chinti and Parker, Baukjen and Nobody’s Child, which was the first third-partner brand to launch at M&S in 2020, bringing the total number to 26. Hush will be available to shop on the ‘Brands at M&S’ platform from 12 March, followed by the arrival of Whistles in April. In addition to welcoming Hush and Whistle to its Brands at M&S’ online platform, the group will once again be welcoming back Nobody’s Child pop-up shops to store for the Spring Summer season. With over 100k customers shopping the brand in store last year, M&S is expanding Nobody’s Child pop up’s store footprint to a further 28 new locations including Kew, Merry Hill and Braehead, bringing the total number of M&S stores the brand is available in to 56. The 500ft pop-up shops will offer a capsule collection of 40 pieces from Nobody’s Child’s SS25 collection, including a mix of dresses, tops, blouses and trousers. Nishi Mahajan, director of Third-Party Brands, Clothing and Home at M&S, said: “Four years ago we introduced a small selection of third-party womenswear brands to M&S and today, it continues to be our best performing category. We’re continuing to listen and learn from our customers; we know that in womenswear, they want highly credible, fashion-led brands which complement and enhance our core offer at M&S. “We’re confident the arrival of Hush and Whistles as well as the return of our Nobody’s Child pop-up shops, will ensure we are the destination for womenswear this season as we continue to drive style perceptions and grow market share. I'm particularly excited to introduce our exclusive collection with Hush, offering customers effortlessly stylish pieces that can’t be found anywhere else.”