Marks and Spencer expands fashion arm to Australia with David Jones partnership

Marks & Spencer has launched its first international wholesale fashion partnership, unveiling a collaboration with David Jones department stores across Australia. The British retailer, known for its dependable lingerie, womenswear, and menswear, will now offer a curated selection of its bestsellers in 24 David Jones outlets, including major cities like Sydney and Melbourne, as well as through the department store’s online platform.

This initiative is part of Marks & Spencer’s strategy to revitalise its underperforming international business and regain market momentum, following significant disruption caused by a cyberattack. The move also marks the first time Marks & Spencer’s fashion division has entered into a wholesale partnership with another retailer. Brand awareness of Marks & Spencer in Australia is reported to exceed 50%, suggesting strong potential for the venture.

David Jones, established in 1838 and known for its longstanding tradition of offering premium goods, aligns with Marks & Spencer’s values of quality, innovation, and trust. Mark Lemming, Managing Director of Marks & Spencer International, highlighted this shared ethos, stating that David Jones presents a natural partnership opportunity. Lemming noted that Australia provides an ideal testing ground for the retailer’s broader ambitions to capitalise on digital platforms, strategic partnerships, and wholesale growth.

The collaboration with David Jones follows an earlier wholesale partnership with Target in the United States. While Marks & Spencer’s iconic Percy Pig sweets quickly sold out in this market, new tariff regimes proved challenging. Nonetheless, Marks & Spencer is continuing to explore international opportunities despite setbacks such as a 7.1% decline in constant currency sales in its international division, which amounted to £700 million in the year to March.

In the past year, Marks & Spencer has overhauled its global strategy under new leadership, consolidating franchise and wholesale operations and appointing senior executives to oversee international partnerships. The retailer operates existing franchise agreements in Middle Eastern markets such as the UAE, Saudi Arabia, and Egypt while also re-entering segments of the European market, including Spain.

Bridget Veals, Executive General Manager of Womenswear at David Jones, expressed enthusiasm for the deal, emphasising the strong potential for building enduring connections between the Marks & Spencer brand and Australian consumers. The partnership offers Marks & Spencer a chance to establish a deeper foothold in a key market while leveraging David Jones’ established local presence and customer base.

As Marks & Spencer continues to grapple with the aftermath of a cyberattack that disrupted operations, this wholesale partnership signals a bold step forward in securing global growth through innovative collaborations and digital channels.