M&S continues to grow its ‘Brands at M&S’ fashion and lifestyle portfolio adding Hush and Whistles to its online platform this season. Meanwhile, its part-owned Nobody’s Child brand will also be doubling its in-store footprint to 56 stores.
First, Hush and Whistles will become the first dedicated womenswear brands to launch on the platform this year, continuing its growth to over 100 third-party brands. Hush will join the website from 12 March, followed by the arrival of Whistles in April.
The pair will introduce more than 300 new season womenswear products to M&S.com, including day dresses, trend-forward denim, boho-style blouses, co-ords, outerwear, and a selection of bags, heels and sandals.
The range will also include an exclusive 12-piece collection from Hush, “which offers effortless summer separates and Hush’s best-selling barrel leg jean in leopard print” exclusive to M&S’s website.
As the retailer claims to continue “to drive style perceptions” (+6ppts) while “holding its highest market share in womenswear for years” (10.4%), M&S said womenswear is a top performing category within Brands at M&S, making up 49% of sales in the last 12 months, with sales up 18% vs last year.
The retailer also claims to have welcomed over one million new customers to the platform in the last year.
“Hush and Whistles will bolster the existing offer of stylish womenswear brands and sit alongside Chinti & Parker, Baukjen and Nobody’s Child, which was the first third-partner brand to launch at M&S in 2020, bringing the total number to 26”, M&S said.
Additionally, M&S will be welcoming back Nobody’s Child pop-up shops to stores for the SS25 season. Having seen 100,000 customers shopping the brand in store last year, for 2025, the retailer is expanding its store footprint to a further 28 new locations including Kew, Merry Hill and Braehead. That will bring the total number of M&S stores the brand is available in to 56.
The pop-ups will offer a capsule collection of 40 pieces from Nobody’s Child’s SS25 collection, including a mix of signature dresses, tops, blouses and trousers.
Nishi Mahajan, director of Third-Party Brands, Clothing & Home at M&S, said: “Four years ago we introduced a small selection of third-party womenswear brands to M&S and today, it continues to be our best-performing category.
“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. 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.”
