Marks & Spencer has launched its first dedicated local websites outside of Europe, in Australia and New Zealand.
M&S hopes to further tap in to what is a big market for the retailer by offering local currency and sizing for the regions. It also plans to produce editorial content relevant to the local seasons, according to The Guardian.
David Walmsley, director of M&S.com, said: “Australia is firmly established as one of our top performing international delivery markets and our new localised website presents a key growth opportunity for our international online business.”
The website launch in Australia will be supported by an advertising campaign using the tagline “British style for Australian life”.
Despite the expansion, a spokesperson for M&S said there a no plans to open long-rumoured stores in Australia: “While we always look at new opportunities, we have no current plans to open stores in Australia.”
M&S previously said its plans to bolster its international footprint by opening 250 overseas stores by 2017. However, these plans were slowed amid economic crises in Russia and China.