M&S has reversed its decision to carry out bra fittings “by eye” as it returns to using tape measures, according to reports.

The “by-eye” fittings were set to be launched following a trial of the service across 23 shops. 

However, the “ban” on using tape measures has reportedly now been abandoned, according to The Telegraph, after workers and shoppers found the procedure “time consuming”.

An M&S spokesperson told the publication that its trained bra fitting staff could “use a tape measure if they or the customer prefers this” and that the method had been “recently communicated to staff”.

An M&S spokesperson said: “As the UK’s lingerie market leader, delivering more than one million bra fits every year, we continuously improve our service to ensure we provide the best bra fitting experience for our customers, enabling them to feel comfortable, listened to, and styled with confidence.

“Following a successful trial, we’ve recently modernised the way we fit and style our bras to offer a more personalised experience and ensure customers find the shape and style of bra that’s right for them.

“We have an expert team of lingerie stylists who are trained bra fitters, and they can use a tape measure as part of the fitting process if they or the customer prefers this. We have recently communicated this to our colleagues to make this clearer.”

The news comes as M&S has completed the transformation of its Pantheon flagship on London’s Oxford Street.

This will reportedly serve as a testing ground for its new store concepts before they are rolled out across its wider estate.

Under the transformation, the retailer has refurbished almost 100,000sq ft of shopping space across four floors, bringing together its food, fashion, beauty and home divisions under a revamped format.

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