M&S adds Puma, Reebok to Sports Edit offer

By

Sandra Halliday

Published
February 16, 2024

M&S is continuing to welcome more brands into what was once only an own-brand business with its acquired online Sports Edit platform adding products from Puma and Reebok.

The retailer said this means that M&S.com is now home to five out of the top 10 global sportswear brands, including Adidas, Puma, Columbia, Asics and Reebok, as well as Sweaty Betty and Girlfriend Collective.

It’s a big deal for M&S that only used to sell its own St Michael brand, which later evolved into the M&S label. In later years however, it launched its own additional labels such as Autograph and Per Una, then later still acquired brands like Jaeger and stakes in brands like Nobody’s Child, as well as adding a raft of fashion, beauty and sports labels to its platform.

The firm’s third-party-focused Brands at M&S strategy is now a major sales driver for the wider business.

The Puma and Reebok link-up means more than 140 products from them will be added to The Sports Edit/M&S.com throughout February and March, including a range of performance and lifestyle apparel and footwear, such as Reebok’s bestselling footwear styles, the Club C and the Nano.

This latest move coincides with M&S and The Sports Edit celebrating their first year of partnership – with the company saying sportswear searches have grown by 110% in the period. 

The dedicated sportswear platform offers customers curated inspiration across more than 800 products from both third-party brand partners, as well as M&S’s own brand activewear collection Goodmove, which it said “continues to go from strength to strength selling over 1.6 million items annually”. 

The UK sportswear market was estimated to be worth over £15.3 billion in 2022, accounting for over a quarter of total clothing spend. And it’s expected to continue to grow by 16.3% between 2022 and 2027. 

Nishi Mahajan, Director of Third-Party Brands at M&S, said: “Sportswear is an integral part of our wider strategy as we continue to grow market share and brand credibility in the category. Our dedicated platform has been carefully curated to cater for every style, energy level and price point, complementing and completing the strength we have in our core Goodmove range. We’re growing at pace – and there is more to come this year.”