Swimwear and lingerie brand Pour Moi has seen record growth since partnering with Marks & Spencer.
The British label paired up with Marks & Spencer in October 2023. In the six months to September 30 this year, Pour Moi saw a 12% year-on-year increase in sales to £20 million, The Times reports. Pre-tax profits rose by 66 per cent to £3 million during the period.
The partnership generated more than £5 million in sales in the six months after launching. Products including the Santa Monica swimsuit and Amour collection have made the Macclesfield-founded label one of Marks & Spencer’s highest achieving brands, it said.
Pour Moi was founded in 2005 by Michael Thomson, a former Marks & Spencer buyer who remains majority owner and Chief Executive at the brand.
Thomson founded Pour Moi after spotting a gap in the market for fashion-first lingerie for all sizes. Prices typically range between £20-£70.
In the near-two decades since its founding, the brand has expanded into swimwear, sportswear and outerwear, with distribution across 250 stockists that include Next, Very, as well as 200 independent stores.
Looking forward, Pour Moi will soon launch in four John Lewis branches, five Fenwick outlets and four Morleys department stores. There is also an Oxford Circus store in the pipeline, which is planned to open next month.
Pour Moi’s success at the high street behemoth comes as no surprise, especially when considering the increased demand for Marks & Spencer’s own lingerie collections, which have recently helped to bolster a £1 billion sales hike at the retailer, marking its strongest performance since 1997.
Millennials and Gen Z have been among the top customers for Marks & Spencer’s lingerie offering, with sub-30-year-old shoppers accounting for 30% of underwear sales, doubling the previous year’s figure.
This follows CEO Stuart Machin‘s plan to revitalise the retailer’s clothing department, which had come under fire for focusing on older customers. Earlier this year, a pair of £45 leopard print Marks & Spencer jeans went viral, sparking a waiting list of over 12,000 shoppers.
