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Matalan launches third-party beauty brands online for first time

Chloe Burney
16 April 2024

Matalan took note of NEXT and M&S' third-party strategies, today launching 17 new third-party brands online including its first beauty drops. 

Customers are increasingly veering towards retailers that offer more of a 'department store' experience with an extensive third-party offering, making shopping more seamless and hassle-free. To cater for this demand, Matalan has launched 17 new third-party brands exclusively online—these span across core categories including beauty, womenswear, menswear, kidswear, homeware and gifting.

Beauty brands include St Moritz, Brushworks and Bomb Cosmetics to name a few, which are now live on its website.

Ali Jones, Chief Customer & Omnichannel Officer at Matalan, said: "It has been a busy start to the year at Matalan – we’ve invested £35 million to reduce prices, launched a GenAI tool in the UK as a ‘retail first’, unveiled a new brand platform, and today announced the addition of 17 new brands to our roster as well as a significant extension to our range of sizes. And this is just the start.

"Customers are at the heart of every decision we make at Matalan and we are always listening and always evolving. So moments like these make us proud to remove barriers, expand our offering and demonstrate greater inclusivity, which only strengthens our commitment to bring customers better choice, style, and value."

Similarly, M&S is continually expanding its third-party offering. The 'Brands at M&S platform' continues to grow in terms of both offerings and sales. It now includes over 90 third-party brands.

The new strategy comes amid the Matalan's turnaround efforts. Last month, Matalan announced the appointment of five new leaders, spanning its marketing, e-commerce, design, buying and strategy teams, as it continues transforming the business.

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