Will Wonderbra give M&S a lift? High street giant strikes deal to sell lingerie brand
High street giant Marks & Spencer has struck a deal to sell the lingerie brand Wonderbra from next month.
The agreement is part of a strategy to bring labels such as Hobbs, Jigsaw, Joules and White Stuff onto the retailer’s website and into its stores.
The arrival of Wonderbra – best known for its 1994 Hello Boys advertising campaign, starring supermodel Eva Herzigova – will be regarded as a coup by M&S, whose lingerie range remains highly successful despite headaches in other parts of its clothing business.
The arrival of Wonderbra – best known for its 1994 Hello Boys advertising campaign, starring supermodel Eva Herzigova – will be regarded as a coup by M&S, whose lingerie range remains highly successful despite headaches in other parts of its clothing business
M&S sells its own push-up and strapless bras, but believes the Wonderbra, available on the M&S website from early December, can help attract more shoppers.
Neil Harrison, director of guest brands at Marks & Spencer, said the addition of brands that complement existing ranges was ‘an exciting way we can offer our customers even more choice’.