M&S Goodmove makes Sports Edit debut

By

Nigel TAYLOR

Published
May 23, 2022

M&S is ramping up availability for its hugely  successful womenswear sportswear own-brand, Goodmove.

The retail giant has just launched on Europe-wide premium activewear site The Sports Edit, where it will sit alongside more than 50 brands on the platform.   
 
M&S said the launch “follows strategic investment in the fast-growing online platform at the start of 2022”. As part of the wider ‘Brands at M&S’ strategy, The Sports Edit was identified “as a complementary e-commerce platform well positioned in the growing activewear market due to its highly engaged customer base”.

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With the activewear market now worth almost £900 million (according to Kantar research) and after seeing 35% growth over the last two years, “the UK’s number one clothing retailer is continuing to develop a strategic focus on activewear” it said.
 
Since the launch of Goodmove in 2020, M&S said it has become the UK market leader for full-price sales in the women’s activewear category selling 1.6 million Goodmove items annually. 
 
“Today, M&S is continuing to shape the future, maximising the strength of its market leading in-house brand to be more relevant, more often to a broadened customer base”, it noted.
 
The Sports Edit will offer Goodmove’s best-selling womenswear products including the ‘Go Move’ “squat-proof” leggings (priced £25) in a variety of styles and colours – which M&S claims it sells 5,000 in black every month - as well as the Extra High Impact sports bra (£28).
 
Richard Price, MD of Clothing & Home at M&S, said: “In the space of two years, we’ve grown Goodmove to be a market leader in women’s activewear, built on our authority in sports bras coupled with our expertise in clothing innovation. Our launch on The Sports Edit is an exciting opportunity to showcase the great quality, everyday style and trusted value of Goodmove to new customers who are engaged in an active lifestyle as we continue to shape the future of M&S.”

Nick Paulson-Ellis, CEO and founder at The Sports Edit, added: “The Sports Edit is a rapidly growing platform and our mission is to curate a range of activewear products from leading brands, that meet our customers lifestyle needs. The Goodmove collection is perfect for those looking for exceptional value and quality, synonymous with the M&S brand. This is just the first move in our exciting partnership.”