Marks & Spencer introduces first branded goods in 125 years

by Becky Charles, marketingmagazine.co.uk 04-Nov-09, 09:03

LONDON - M&S is to sell branded products in its stores nationwide for the first time in its history.

After a trial in 54 stores in the North East and South East of England, it will introduce 400 brands including Heinz, Persil, Marmite, Kit Kat, Kellogg and Coca-Cola to all its UK stores.

The initiative is part of an attempt to close the gap with rival upmarket supermarket Waitrose, and follows its recent price-comparison campaign to counter the success of the Essential Waitrose range.

M&S' interim half-year pre-tax profit are expected to be down to £285m from £298m last year.

Comments

sue turner - 05/11/2009

This will be interesting, since Marks' stuff is pricey by any standards. So how will that work when competitor brands are present on the shelves to remind customers of the same?