M&S is quietly heading back to the US after nearly 25 years
Marks & Spencer is making its long-awaited fashion return to the American market, but this time, it’s doing so with a much smarter playbook.
On Sunday (29 March) the British retailer announced a partnership with Nordstrom to sell a curated selection of its bestselling womenswear in 30 Nordstrom stores across the US, from Los Angeles to New York, as well as on Nordstrom’s website.
The collection features more than 60 pieces from popular lines, including the premium-casual brand Per Una and M&S Collection.
It marks the first time M&S fashion has ever been available in physical US stores, a notable milestone for a brand that last tried and ultimately failed to crack America on its own terms more than two decades ago.
A very different approach this time around
M&S’s previous foray into the US was a textbook case of overambition. The company opened standalone stores in the 1970s and 1980s, acquired Brooks Brothers in 1988, and even owned the Kings supermarket chain.
But it struggled with everything from sizing and pricing to local tastes. By 2001, it had pulled the plug on its US clothing stores and sold Brooks Brothers at a steep loss. Its final tie to America, the Kings supermarkets, was sold off in 2006.
Fast-forward to 2026, and M&S is a very different company. Under CEO Stuart Machin, the retailer has staged a dramatic turnaround in its home market, posting consistent sales growth, improving margins, and rebuilding its reputation for quality and value. International expansion is now a core part of the strategy, but is asset-light, low-risk, and highly scalable.
The Nordstrom deal follows the same model that has already worked for M&S Food. Since 2022, M&S products have been available in Target stores across the US, where Percy Pig sweets alone fly off shelves at a rate of more than 30,000 bags per week. The fashion push is the natural next step.
“We’re delighted to partner with Nordstrom, a partner who shares our values and will support us as we accelerate our growth,” said Mark Lemming, M&S’s Managing Director of international.
“With strong brand momentum as the UK’s most trusted retailer and now leading in style, quality and value perceptions in our womenswear range, now is the time to build our brand awareness in the US fashion market.”
Emily Crandall, Executive Vice President and general merchandise manager for women’s and men’s apparel, said the partnership brings “exceptional brands from around the world” to its customers. “Marks & Spencer is known globally for delivering quality and style at a value,” she noted.
M&S isn’t exactly a household name in American fashion circles yet. Only about 13% of US customers are aware of the brand as a fashion player, though awareness is highest among women aged 25-34. More than 51,000 people already shop on M&S’s US website each year, providing an existing base of fans.
The limited initial footprint, just 30 stores plus online, is intentional. It’s a test-and-learn approach that lets M&S gauge demand without the heavy capital outlay of opening its own stores. The company used a similar wholesale partnership model when it launched fashion at David Jones in Australia last year, with plans to expand that range further this spring.
