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M&S begins digital European roll-out

Marks & Spencer is launching local transactional websites in four new European territories this month.

Shoppers in Germany, Spain, Austria and Belgium will from November 19 have access to more than 15,000 products sold by the British high street giant, including womenswear, lingerie, menswear, kidswear and a selection of homeware. Items will be sold in Euros and offer the preferred language, payment and delivery options.

It marks the next part of M&S’s strategy, outlined in May, to ramp up its international footprint by launching in 10 new markets by the end of the financial year. Previously sites have been launched in France and Ireland.

M&S said it had identified Germany, Spain, Austria and Belgium as the “most popular delivery destinations”. By launching directly in those countries, the company is hoping to “grow its business and take its customer engagement in these markets to another level”.

Chief executive Marc Bolland said: “This is us moving forward with our plan to transform M&S from traditional British retailer to a leading international, multi-channel retailer.

“M&S is a brand that’s synonymous with British quality, style and value and this move enables us to extend the reach of our brand to more new markets.”

E-commerce executive director Laura Wade-Gery added: “Since 2008 we’ve been in dialogue with the customers who already use our international delivery service and we’ve learnt much from them. With our new sites we can provide customers with what they want – a fully localised service that enables them to shop with M&S in the way they want to.”

Readers' comments (1)

  • M&S's still conservative approach to fashion will be we'll suited to the markets mentioned as opposed to more fashion progressive markets.

    They need to start looking at a more creative approach to product, and the strict guidelines imposed on product finishing through their QC to allow for an incremental younger appealing
    Product offer.

    The changes don't yet seem to have been completed in the UK before approaching the international expansion once more.

    I for one will be keen to see what happens as I was turned down for a senior position because it was felt my fashion background might not be in sinc with the M&S way of operating........no sour grapes because it wasn't right for me as a result.

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