M&S creates unbranded range

Marks & Spencer is launching its first non M&S or St Michael-branded range of products, created by Coley Porter Bell. The new M&S haircare and accessory range will be attributed to “internationally renowned hairdresser” Martyn Maxey.

This is the first time the retailer has used a designer name on its own-brand goods. It follows the launch of its designer clothing sub-brand, Autograph, designed by FutureBrand UK, which is M&S-branded. This uses fashion designers such as Julien Macdonald, Betty Jackson and Katherine Hamnett, but does not feature their names on the clothes or with in-store Autograph branding.

According to an M&S spokeswoman, the introduction of the Martyn Maxey range “is the latest weapon in M&S’s campaign to revitalise its image”. The retailer is opening five new-look outlets, including one at the Bluewater shopping centre in Kent, and is launching three new lingerie-only boutiques in Europe using the brand name “msl” for “Marks & Spencer lingerie”.

Coley Porter Bell was appointed from the M&S design roster. It previously designed the M&S Amythyst bath-oil range.