M&S aims to push up online sales with Wonderbra deal

WonderbraMarks & Spencer has teamed up with lingerie brand Wonderbra – which burst onto the UK scene in 1994 with the Eva Herzigová “Hello Boys” campaign – as part of plans to support its online underwear offering with selected lines.

The retailer already sells its own push-up and strapless bras – as well as a four other lingerie brands, including Sloggi and Triumph – but believes Wonderbra can help pull in more shoppers.

M&S first started selling third-party brands in October last year when it launched independent eco-fashion label Nobody’s Child on its website.

More recently, M&S has acquired a 25% stake in the fashion brand, as it continues to boost the platform of brands to complement its core offer.

The retailer now trades with over 30 partners, including high-profile clothing labels such as Sloggi, Ghost, Hobbs, Jigsaw, Joules and White Stuff as well as Clarks school shoes.

It is claimed that one in three British women already buy their bras at M&S, with the Wonderbra offer designed to tap into the festive partywear season.

M&S director of guest brands Neil Harrison said: “We’ve very proud to be the nation’s biggest lingerie retailer – offering our loyal customers the best in comfort, quality, style and value. Adding complementary brands, such as Sloggi, Triumph and now Wonderbra is an exciting way we can offer our customers even more choice when they shop with us online.”

The M&S Clothing & Home division recently reported strong initial sales from its offer of third-party brands. On M&S.com, the online basket size for brands is more than twice the average, with brands contributing around 3.5% of total online sales in the first half of the year.

Shoppers are also returning more frequently, with traffic on M&S.com increasing and new customers who buy into a guest brand returning to make their second purchase nearly ten days sooner than those who did not buy into brands, M&S claims.

Last week, M&S’ Home division signed a two-year partnership with agency Happy Finish to implement a raft of new creative technologies – including CGI and augmented reality – as part of a wider strategy to boost customer experience across the furniture and upholstery zones of its website.

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