Late last week British retailer M&S’s biggest womenswear private brand, Goodmove will be available on The Sports Edit, Europe’s leading curator of premium activewear, alongside more than 50 brands.

The launch follows M&S’s strategic investment in the fast-growing online platform at the start of 2022. As part of the wider ‘Brands at M&S’ strategy, The Sports Edit was identified as a complementary e-commerce platform well positioned in the growing activewear market due to its highly engaged customer base. With the activewear market now worth almost £900m after seeing 35% growth over the last two years*, the UK’s number 1 clothing retailer is continuing to develop a strategic focus on activewear.

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 1.6million Goodmove items annually. Today, M&S is continuing to shape the future, maximizing 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 (£25) in a variety of styles and colors – which M&S sell 5,000 in black every month – as well as the Extra High Impact sports bra (£28), with innovative cup technology and front adjusting Velcro straps for maximum support and a custom fit.

Richard Price, MD of Clothing & Home at M&S, said, “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.”

Nick Paulson-Ellis, CEO and Founder at The Sports Edit, said, “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 customer’s 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.”

The womenswear Goodmove collection is available on The Sports Edit. The full Goodmove range continues to be available in all of M&S’s Clothing & Home stores and M&S.com for click & collect for free to over 700 locations.