M&S is adding six new third party clothing and footwear brands to its website as part of a drive to attract users to its e-commerce division.

The brands include Albaray, Celtic & Co, outdoor clothing brand Craghoppers, FatFace, children’s clothing brand Frugi, and Jones Bootmaker.

‘Brands at M&S’ initially launched in Spring with third party brands such as Sloggi and Sosandar available at launch, while beauty product supplier Boucleme, along with Clarks, and children’s stationery brand Smiggle have been added in recent months.

M&S said 73 per cent of its customers have purchased third party clothing and footwear brands from it and that it is continuing to adapt to this trend.

M&S said the ‘Brands at M&S’ team, dedicated to helping the supermarket adapt to acting as a platform, has grown to over 20 employees in the past few months.

In addition, M&S said it is prioritising providing convenient delivery options, claiming 36 per cent of its customers cited these options as a key purchase choice.

The news comes after the supermarket launched new digital click and collect stations in 22 stores last month.

M&S said it expects to roll out these stations to 78 stores within the next year.

In July, Marks & Spencer (M&S) chief executive Steve Rowe told The Times the supermarket is planning on becoming the first large retailer to launch a nationwide same-day clothing delivery service.

“With customers increasingly looking to shop on platforms, we have an exciting opportunity to leverage our infrastructure and digital-first Sparks loyalty scheme to grow ‘Brands at M&S’,” said Neil Harrison, director of brands at M&S. “We’re offering our time-pressured customers more choice with a curated group of value for money, contemporary, stylish brands with sustainability credentials – improving our online offer and making us more relevant, more often.”

He added: “We’re excited to be adding great new brands over the coming weeks, from Frugi to FatFace, as well as new drops landing for existing brands.”

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