M&S to trial new clothing-only format as fashion sales rebound

Marks and Spencer is reportedly looking to open clothing-only stores after a rise in demand for its lingerie and cashmere jumpers helped undo years of dwindling fashion sales, according to The Telegraph.  

It comes as the retailer plans to trial its first clothing-only store in London’s Battersea Power Station later this year before potentially committing to further openings. 

M&S’ clothing category has experienced renewed popularity, as the retailer decided to target younger customers instead of its usual mature demographic. This has led clothing sales to rise for three consecutive years.  

Earlier in May, the retailer stated that shoppers under 30 accounted for a third of its underwear sales, which was double the level a year earlier. 

According to the retailer, the Battersea store will be testing a new format with “a curated ‘best of’ range” of menswear and womenswear, such as its Autograph line, as well as lingerie. 

If successful, M&S could open more clothing and beauty stores as part of CEO Stuart Machin’s store rotation plan – in which the company closes or moves underperforming stores and opens new branches.

While the group has previously opened clothing-only stores, it was only due to constraints – such as size – that prevented it from selling food in the same location. 

In addition, a number of M&S’ outlet stores sell discounted clothes going out of season.

M&S has described the new stores opening in the autumn – which will simply be called Marks & Spencer – as a new, smaller format.

In the retailer’s last set of annual results, M&S reported ending the financial year “in the strongest financial health since 1997”.