United Kingdom retailer Marks & Spencer has debuted in Australia through a partnership with David Jones.
The partnership launched Marks & Spencer’s core lingerie and sleepwear range in David Jones stores and online from 14 July.
Marks & Spencer is the U.K.’s market leader in lingerie, holding a 39.9% share of the bra market, with half of all women in the U.K. wearing one of its bras and one in three purchasing underwear from the brand, according to Kanstar.
The brand also sells more than 20 million bras per year.
The range will include t-shirt bras in lace and strapless styles, shapewear, thermals, and a variety of briefs and will come with complimentary lingerie fitting in store.
Marks & Spencer has also expanded its website to sell in Australia.
This is part of the U.K. brand's efforts to reset its international priorities.
“With consecutive growth in food and fashion, home and beauty, and strong brand momentum in the UK, there is now so much opportunity for us to grow our business globally,” Marks & Spencer managing director of international Mark Lemming said.
“We’re taking starting steps in Australia; it’s a market [that] has always shared long-standing and strong links with the UK and where brand recognition is high. With a shared set of values surrounding quality, innovation and trust, David Jones is the perfect partner as we take our first venture into a partnership in fashion.”
David Jones executive general manager of womenswear, footwear and accessories, Bridget Veal said the retailer is “thrilled” to welcome Marks & Spencer to its retail range.
“The arrival of M&S marks the beginning of an exciting new chapter for us, as we continue to curate a world-class portfolio of brands that deliver both elevated everyday essentials and exceptional value,” Veal said.
The partnership launch comes after four people were arrested in relation to cyberattacks on Marks & Spencer that cost the lingerie brand around US$400 million in operating profits due to shutting down online clothing sales for nearly seven weeks.
