M&S launches one-year guarantee on children’s clothing

Marks and Spencer has introduced a one-year quality guarantee on all children’s clothing, becoming the first UK high street retailer to offer such a scheme.

The policy, which excludes footwear and accessories, allows customers to claim a full refund within 365 days if items do not meet the retailer’s quality standards. It applies to the full kidswear range, including school uniforms.

The move forms part of the company’s “Another Life” initiative, launched last year as part of its wider Plan A sustainability strategy. The programme promotes reuse and recycling under four themes – rewear, repair, recycle and resale.

According to M&S, the guarantee builds on its extended 100‑day returns policy for schoolwear and aims to give families confidence in the durability of products. 

The retailer has also added design features intended to extend use, such as growth-proof hems, adjustable waistbands and coat labels with space for three children’s names.

Alexandra Dimitriu, kidswear director at M&S, said: “At M&S, exceptional quality products are at the heart of everything we do. Quality and durability is in our DNA, and is an important part of our Plan A roadmap as we move toward a more circular economy.

“In kidswear, our customers have always trusted us for the hand-me-down quality of our clothing, knowing that every single item they buy, whether it is a jogger or a dress, a piece of school uniform, is of exceptional quality and trusted value.” 

She added: “With an authoritative lead in quality, we’re going one step further to give our customers the confidence that any item of kids clothing they purchase is made well and made to last and can be given another life when their children grow out of it.”

M&S, which maintains that it has held the lead in customer perceptions of quality in children’s clothing for more than four years, said the guarantee supports a strategy to attract more family shoppers and increase market share in kidswear.