British retailer Marks & Spencer has debuted in Australia, launching a curated edit at David Jones stores nationwide.
Marks & Spencer will sell a curated range of lingerie, sleepwear and its Rosie by M&S brand that is designed in collaboration with supermodel Rosie Huntington-Whitely. The range includes t-shirt bras, lace and strapless styles, shapewear, thermals, and a variety of briefs. The Rosie by M&S range uses silk, delicate lace and signature logo trims.
This will expand to include apparel later this year.
The British retailer has also expanded its website to sell into the Australian market.
“We’re thrilled to welcome Marks & Spencer to David Jones, introducing one of Britain’s most iconic retailers to our customers,” David Jones executive GM of womenswear, footwear and accessories, Bridget Veals, said.
“The arrival of M&S marks the beginning of an exciting new chapter for us, as we continue to curate a world-class portfolio of brands that deliver both elevated everyday essentials and exceptional value.
“We’re proud to be the exclusive home of Marks & Spencer Fashion in Australia and look forward to building a strong and enduring connection between this global brand and our customers.”
Marks & Spencer was founded over 140 years ago, and now sells to millions of customers globally, particularly in the lingerie category. As the UK’s market leader in lingerie, M&S holds a 39.9 per cent share of the bra market, with over half of all UK women wearing an M&S bra, and one in three purchasing their underwear from the brand, all according to Kanstar.
The brand reportedly sells more than 20 million bras per year.
Last year, the brand reset its priorities for international. This is according to Marks & Spencer's managing director of international, Mark Lemming.
“With consecutive growth in food and fashion, home and beauty, and strong brand momentum in the UK, there is now so much opportunity for us to grow our business globally,” Lemming said.
“We’re taking starting steps in Australia; it’s a market which has always shared long-standing and strong links with the UK and where brand recognition is high. With a shared set of values surrounding quality, innovation and trust, David Jones is the perfect partner as we take our first venture into a partnership in fashion.”
The brand’s lingerie range and future apparel ranges will also be sold at David Jones online, and via the department store’s new shopping app.