Fashion

M&S invests in The Sports Edit, the transaction will be fully controlled in the future


MISS is continuing to transform its business as it reaches out to more external brands and said Tuesday it has made a new strategic investment in the fast-growing brand platform The Sports Edit.

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The retailer did not say how many shares it bought or how much it paid, but the terms of the deal “means that M&S ​​will ultimately own 100% of the brand”.

However, sports Editor will remain a separate business and “will be supported to grow through M&S investment and access to infrastructure and capabilities”.

This investment comes as sportswear and accessories become ever more important to the company with M&S finding that its own Goodmove sportswear product has become a major in-house brand. since its debut two years ago.

The seven-year-old Sports Edit platform founded by entrepreneur Nick Paulson-Ellis (who will continue to run it independently as CEO) offers a “huge range of favorites.” handpicked customer favorites, along with emerging boutique brands” and has grown over the years “by focusing on curating a bespoke brand for active wear”.

It is well known for finding new and innovative brands in the premium sportswear, sportswear and yoga wear segments.

M&S says the investment is a continuation of its strategy to focus on activewear, a market now worth almost £900 million after seeing 35 per cent growth over the past two years (according to the report). Kantar Worldpanel).

It said The Sports Edit has been identified “as a complementary e-commerce platform well positioned in the burgeoning clothing market, in part due to its highly engaged customer base”. “.

And it also added that it “has a proven competence in brand management and emerging brand identity, both of which will provide valuable learning opportunities for M&S as it grows further.” “Brand at M&S” platform.

M&S COO Katie Bickerstaffe said: “Evolving the ‘Brands at M&S’ platform is just one example of how we are shaping the future of M&S. Investing in digital and growing brands is an important way to explore growth categories and ultimately build our offering so that we match our broad customer base. yourself in the future. Nick has created a profitable clothing business and will continue to run ‘The Sports Edit’ independently supported by this investment to scale and grow. ”

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