What: Marks & Spencer has signed a new franchise partnership with MAP to relaunch its full offer in the Philippines, leveraging local expertise to accelerate growth in Southeast Asia.

Why it is important: The move highlights the importance of adapting international models to local realities, using strategic alliances to navigate competitive pressures and evolving consumer preferences.

Marks & Spencer is relaunching its presence in the Philippines through a new franchise partnership with PT Mitra Adiperkasa Tbk (MAP), the leading lifestyle retailer in Indonesia. This move marks a strategic shift toward capital-light, partnership-led international expansion, building on MAP’s proven track record with M&S in Indonesia and Vietnam. The partnership will bring M&S’s full offer—fashion, home, beauty, and food—back to the Philippines, with the first store set to open in Glorietta and a renewed focus on omnichannel retail. By leveraging MAP’s deep local expertise and infrastructure, M&S aims to accelerate growth and deliver an elevated retail experience tailored to Filipino consumers. The decision to restructure rather than exit the market reflects M&S’s commitment to resilience and operational flexibility in Southeast Asia, where shifting consumer preferences and competitive pressures require constant adaptation. This approach underscores the value of strategic alliances and market-specific adaptation for global retailers seeking sustainable growth in dynamic, fast-growing markets.

IADS Notes: M&S’s decision to remain in the Philippines with a new local partner in February 2026 (Inside Retail) marks a significant pivot in its international strategy, coming just days after reports suggested a potential exit from the market after more than thirty years. This move underscores the complexities and volatility of operating in Southeast Asia, where international brands must continually adapt to shifting consumer preferences and competitive pressures. The Philippine retail landscape remains highly attractive, as evidenced by SM Investments’ robust profit growth in November 2025 and SM Prime’s $9 billion expansion plan announced in May 2025, both of which highlight the market’s resilience and the importance of strategic alliances. M&S’s approach mirrors its experience in Australia, where it transitioned from direct retail to a partnership model to better align with local realities (Inside Retail, July 2025). By choosing to restructure rather than withdraw, M&S demonstrates both brand resilience and a commitment to adapting its operational and partnership models to sustain its presence in a dynamic and competitive environment.

M&S announces new franchise partnership in The Philippines