PO.P kidswear brand signs retail partnership with M&S

Kidswear brand PO.P, formally known as Polarn O. Pyret, has announced a retail partnership with Marks & Spencer to launch on its ‘Brands at M&S’ platform from the end of March.

The new partnership will see PO.P launching a curated range of childrenswear to M&S' online customers, from its smallest newborn sizes (0-1 month) up to 10 years, as it looks to continue its expansion in the UK.

The collection will include the brand’s classic stripes, outerwear, nightwear, organic cotton playwear and UV swimwear, as well as its new ‘PO.P on Adventure’ collection, which encourages kids to connect with nature.

Commenting on the launch, Johan Munck, chief executive of PO.P, said in a statement: “We are thrilled to unveil this exciting partnership with Marks & Spencer. As a trusted and much-loved British retailer, the launch on the Brands at M&S online platform will support our continued growth in the UK, especially as demand for sustainable fashion continues to grow.

“We look forward to our brand being showcased to more families across the UK and introducing new customers to PO.P’s unrivalled highly functional and long-lasting clothing, made for play.”

Nishi Mahajan, director of third-party brands at Marks & Spencer, added: “We’re delighted to welcome PO.P to our Brands at M&S platform, which is now home to over 90 carefully curated partners - offering a broad product proposition; from nursery and toys to stylish kidswear.

“With a shared synergy in values, the new partnership complements our core baby and kidswear offering to ensure we’re the number one choice for families throughout parenthood.”