UK's M&S launches activewear brand Goodmove on The Sports Edit

As part of the wider ‘Brands at M&S’ strategy, The Sports Edit was identified as a complementary ecommerce platform well positioned in the growing activewear market due to its highly engaged customer base. With the activewear market now worth almost £900 million after seeing 35 per cent growth over the last two years, the UK’s leading clothing retailer is continuing to develop a strategic focus on activewear, the company said in a press release.

Since the launch of Goodmove in 2020, M&S has become the UK market leader for full price sales in the women’s activewear category selling 1.6 million Goodmove items annually. Today, M&S is continuing to shape the future, maximising the strength of its market leading in-house brand to be more relevant, more often to a broadened customer base.

Customers can discover the everyday style and value of the Goodmove collection, which includes everything from performancewear to outerwear; whatever the level of fitness or activity. The Sports Edit will offer Goodmove’s best-selling womenswear products including the Go Move squat-proof leggings in a variety of styles and colours, which M&S sells 5,000 in black every month, as well as the extra high impact sports bra, with innovative cup technology and front adjusting Velcro straps for maximum support and a custom fit.

“In the space of two years, we’ve grown Goodmove to be a market leader in women’s activewear, built on our authority in sports bras coupled with our expertise in clothing innovation. Our launch on The Sports Edit is an exciting opportunity to showcase the great quality, everyday style and trusted value of Goodmove to new customers who are engaged in an active lifestyle as we continue to shape the future of M&S,” Richard Price, MD of clothing and home at M&S, said in a statement.

“The Sports Edit is a rapidly growing platform and our mission is to curate a range of activewear products from leading brands that meet our customers’ lifestyle needs. The Goodmove collection is perfect for those looking for exceptional value and quality, synonymous with the M&S brand. This is just the first move in our exciting partnership,” Nick Paulson-Ellis, CEO and founder at The Sports Edit, said.

Fibre2Fashion News Desk (GK)