What: This is the latest effort by M&S to attract new shoppers

Why is it important: M&S tries to keep up with Asos and Boohoo

Marks & Spencer Group Plc will start selling third-party fashion brands online as part of a wider initiative to revive its long-struggling clothing division.

The company will launch the first wave of guest brands, including Hobbs, Jack & Jones, Joules, Sosandar and Triumph, on its website over the next three months. They will be sold alongside M&S’s existing in-house brands.

This is the latest effort by M&S to attract younger shoppers and keep up with online competitors like Asos and Boohoo. It marks a significant change for the retailer, which since its founding in the 19th century has mainly sold its own brands.

The brands will initially launch on M&S.com, with future opportunities in UK stores. Partnerships will vary from wholesale agreements to exclusive collaborations. M&S may also look to buy more labels, following its January purchase of upmarket fashion brand Jaeger.

Marks & Spencer to Sell Rival Fashion Brands Online in Revamp