By James Davey

LONDON (Reuters) – Britain’s Marks & Spencer said on Thursday it would launch a wave of guest clothing brands on its website this spring, including Hobbs, White Stuff, Joules and Sloggi, in a bid to accelerate growth in line.

The UK clothing industry has been hammered by COVID-19 lockdowns, forcing retailers to rely on online channels.

M&S chief executive Steve Rowe said last year that the group, still Britain’s largest clothing retailer in terms of value, was changing strategy and would sell other brands to broaden its appeal.

In September, he partnered online with Nobody’s Child and also collaborated with the Early Learning Center. In January, M&S bought the Jaeger brand.

He said the other brands coming online in March, April and May would be: Phase Eight, Sosandar, Triumph, JACK & JONES, Seasalt Cornwall, YAS and SELECTED HOMME / SELECTED FEMME.

The first wave of guest brands would be marketed and sold under the “Brands at M&S” banner.

M&S said nearly 10% of customers who purchased Nobody’s Child women’s clothing were new to M&S women’s clothing.

The new brands would be available in stores in the future, he said.

When the pandemic hit, M&S was in the midst of its latest plan to improve its fortunes, including cost cuts and store closings. Rowe said these measures would be accelerated.

(Reporting by James Davey; Editing by Edmund Blair)