Marks & Spencer Fashion Makes US Debut at Nordstrom

LONDON – Marks & Spencer has become the latest British brand to plant its flag in the US market, partnering with Nordstrom to sell a selection of women’s clothing starting this week.

M&S said that 60 best-selling styles from Per Una, M&S Collection and other in-house labels will be sold online and in 30 Nordstrom stores from Los Angeles to New York.

The Nordstrom deal comes on the heels of a general fashion partnership with Australia’s David Jones and the success of M&S food, which is being sold in Target stores in the US from 2022.

The British retailer said US consumer demand for M&S food “has presented an opportunity to expand the global reach of M&S fashion in US stores”

The retailer added that one in 10 US consumers knows M & S as a global fashion brand, with the highest awareness among women aged 25 to 34. It adds that 51,000 consumers shop on the M & S US website every year.

M&S says its ambition is to build “a trusted global brand, amplifying the images of others in simple, creative, repeatable ways.”

Mark Lemming, international chief executive at M&S, said that “with strong business momentum as a trusted UK retailer, now is the time to build our brand awareness in the US fashion market and establish ourselves as a trusted brand around the world.”

Lemming described Nordstrom as “a partner who shares our values ​​and will support us as we accelerate our growth.”

Emily Crandall, general manager of womenswear and menswear at Nordstrom, said the store is always looking for new ways to inspire our customers, and that starts by bringing them unique products from around the world.

Crandall added that M&S ​​”is known around the world for delivering value and style, and we are excited to help introduce US customers to their best-selling products. This partnership provides a great opportunity for our customers to discover the brand when they shop at Nordstrom.”

M&S entered the American market first, experimenting with small-format, stand-alone stores in the 1980s and investing in major retailers including King’s department stores and Brooks Brothers. The independent stores did not survive, and M&S eventually sold its brands to King’s and Brooks Brothers.

Times are different now.

Since this epidemic, the US market has become a place of opportunities for British clothing, accessories and lifestyles, Me + Em, Marfa Stance and other stores opening, and brands such as Wiggy Kit, Really Wild and Edeline Lee are doing trunk shows and high-end consumer events in states such as New York, Texas and Florida.

Other British brands, including Radley, Monica Vinader, Astrid & Miyu, Toast and Missoma also have a strong presence in the US with independent stores and full distribution.

It was not so long ago that the US was considered a graveyard for British brands, especially those that opened their own stores. They moved too fast, spent too much money, didn’t do enough research or marketing and opened in the wrong places.

But the US is still the UK’s biggest market, and the new generation has proven that if British brands can get it right in America, the payoff can be huge.