Marks & Spencer has added Estée Lauder Fragrance to its growing roster of third-party brands as the retailer looks to draw in new customers, The Times reports.
The business is looking to bolster its beauty offering following its successful partnership with Clinique last year.
From next month, over 30 of the beauty brand’s fragrances will be available on M&S.com for free next day delivery or click & collect to over 700 locations, as well as selected stores across the UK.
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The retailer sells 47 labels in total, including Neal’s Yard Remedies and This Works. Overall, external brands now represent more than 40% of total sales in beauty.
GlobalData analyst Pippa Stephens said the retailer’s continued efforts to partner with popular brands, such as Nobody’s Child and Skechers, had been “drawing in consumers who would not usually consider shopping for M&S’s own-brand ranges”.
M&S director of home, furniture and beauty Heidi Woodhouse said the retailer was “committed to becoming the trusted editor in beauty for our customers. We’re continuing to innovate with our leading own-brands and introducing third-party partners who complement and complete our offer”.
Alredy in March, the retailer was reportedly looking to increase the number of third-party brands on its platform from 60 to 100 in a bid to entice shoppers away from high-street rivals Next and John Lewis.
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