Marks and Spencer (M&S) has announced that it will stock products from Hush and Whistles as part of its “Brands at M&S” strategy.

The womenswear brands are the first to launch on the retailer’s platform this year and will bring around 300 new products to the M&S website.

Additionally, the range will also include an exclusive 12-piece collection from Hush, which offers items available only on M&S.com.

The “Brands at M&S” online platform launched four years ago and has now grown to over 100 third-party brands.

M&S said that the strategy is driving new customers, with over one million using the platform in the past year.

Around three quarters of customers shopping for brands also chose to shop the core womenswear offering at M&S.

Nishi Mahajan, director of third-party brands, clothing & home at M&S, said that third-party womenswear brands is one of the best performing categories, accounting for almost half of sales last year.

“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,” she added. “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.”

M&S added that it will be opening Nobody’s Child pop-up shops in its stores following their success last year, when over 100,000 customers shopped the brand in-store.

This year, M&S said it will expand the store footprint to a further 28 new stores and the collection will offer around 40 pieces.

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