M&S partners with size inclusive underwear brand
By Laura Enfield | 25th October 2023
British underwear brand Pour Moi has joined forces with M&S.
The Brighton-based business has launched an edited lingerie range on the 'Brands at M&S' online platform today (Oct 25).
It prides itself on being size inclusive and is selling bras in back sizes 32-40 and cup sizes A-J.
Key lines being sold include Pour Moi's best-selling St Tropez bra in core colours as well as a new seasonal purple and blue colourway - the style has sold more than a million units since its launch in 2005.
Early next year, Pour Moi will launch additional lingerie lines on the platform, followed by bestselling items from its swimwear and beachwear ranges.
M&S, which has branches in Gloucester and Cheltenham, does not have any plans to sell the range in its store.
The partnership is a homecoming for Pour Moi founder and CEO Michael Thomson who said: "I am beyond thrilled to be bringing Pour Moi's premium lingerie to Marks & Spencer. Having started my career in the lingerie departments at M&S, this feels like a real full circle moment for me.
"I started Pour Moi with a mission to empower women with confidence and comfort, providing lingerie that is accessible and inclusive to all - something that M&S embodies."
The entrepreneur launched her brand in 2005 in Cheshire and it has released ranges with celebrities and influencers including Love Island's India Reynolds, actress Helen Flanagan, television and media personality Vicky Pattison and Jess Wright from The Only Way is Essex.
Earlier this year it launched the Own Your Confidence campaign fronted by Spice Girl Melanie Brown MBE.
It primarily sells online but also has two shops in Chester and a new store opening in Leeds next month as well as 250 stockists worldwide, including Next, Very and 200 independents.
This new partnership is part of a drive by M&S to increase the number of high-street brands it stocks on the platform alongside its own clothes in a bid to entice shoppers away from high-street rivals Next and John Lewis.
Nishi Mahajan, M&S director of third-party brands, said: "We're delighted to welcome Pour Moi to our Brands at M&S platform - which is now home to over 60 carefully curated partners.
"We know our customers come to us for lingerie, so we're excited to grow our leading market share, welcoming more of our customer's favourite brands to complement the strength of our core offer."
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