Marks and Spencer is to begin selling a range of branded goods for the first time with a move into the mobile phone and home electronics market.
The move brings the troubled retailer more in line with the major supermarkets’ non food offers, with M&S Mobile set to go head to head with rival offerings from Sainsbury, Tesco and Asda.
In addition to the pay-as-you-go phones, which are going into 59 stores in time for Christmas, other products sold for the first time will include home phones, digital cameras, printers, digital TVs and digital set top boxes.
Until now, M&S has only done two small-scale trials of branded items, including an Orange mobile phone package in a few shops four
years ago and a trial of printers and ink cartridges earlier this year.
A spokeswoman for M&S said the new range was sparked by customer demand. It was selected to fit into the good, better and best price points. Brands including Nokia, Samsung, Pure and Elan start from about £50.
“We need to test the demand but we’re confident in the products we’ve selected, which are all great quality, easy to use and market leading,” said the spokeswoman. “The three price points offer clear differentials for customers, with no nonsense packaging. It’s exciting for us.”
However, she added, the trial was not an indication that M&S was softening its own label philosophy. “Elsewhere we are 100% committed to own brand.”
The success of the range will be reviewed after Christmas, with the potential to roll it out to all stores big enough to take the products.
Bakery supplier Délifrance is taking the leap to establish itself as a retailer with the launch of its first-ever concept café. The move is aimed at helping the company, which makes more than 600 premium products, grow consumer awareness.
Délifrance UK MD Ian Dobbie said: “We have manufacturing, distribution and marketing experience - and the confidence to take our products to the high street.”
The 1,000 sq ft boulangerie-style café on Deansgate in Manchester is set to be officially opened on November 9.
Rachel Barnes
The move brings the troubled retailer more in line with the major supermarkets’ non food offers, with M&S Mobile set to go head to head with rival offerings from Sainsbury, Tesco and Asda.
In addition to the pay-as-you-go phones, which are going into 59 stores in time for Christmas, other products sold for the first time will include home phones, digital cameras, printers, digital TVs and digital set top boxes.
Until now, M&S has only done two small-scale trials of branded items, including an Orange mobile phone package in a few shops four
years ago and a trial of printers and ink cartridges earlier this year.
A spokeswoman for M&S said the new range was sparked by customer demand. It was selected to fit into the good, better and best price points. Brands including Nokia, Samsung, Pure and Elan start from about £50.
“We need to test the demand but we’re confident in the products we’ve selected, which are all great quality, easy to use and market leading,” said the spokeswoman. “The three price points offer clear differentials for customers, with no nonsense packaging. It’s exciting for us.”
However, she added, the trial was not an indication that M&S was softening its own label philosophy. “Elsewhere we are 100% committed to own brand.”
The success of the range will be reviewed after Christmas, with the potential to roll it out to all stores big enough to take the products.
Bakery supplier Délifrance is taking the leap to establish itself as a retailer with the launch of its first-ever concept café. The move is aimed at helping the company, which makes more than 600 premium products, grow consumer awareness.
Délifrance UK MD Ian Dobbie said: “We have manufacturing, distribution and marketing experience - and the confidence to take our products to the high street.”
The 1,000 sq ft boulangerie-style café on Deansgate in Manchester is set to be officially opened on November 9.
Rachel Barnes
No comments yet