M&S introduces one-year quality guarantee on kids’ apparel
Marks & Spencer (M&S) has launched a one-year quality guarantee on all kids’ clothing, effective from the date of purchase. This new initiative ensures that if any product is found to have manufacturing or material defects, customers can receive a full refund within 365 days. However, the guarantee does not cover normal wear and tear or accidental damage.
This move is part of M&S’s broader sustainability initiative, Another Life, which aligns with the company’s Plan A strategy. Another Life promotes circularity through the pillars of Rewear, Repair, Recycle, and Resale. The Rewear element particularly emphasizes the durability of M&S kidswear, assuring customers that the clothing will last.
The one-year guarantee adds to M&S’s existing 100-day return policy on back-to-school items. It covers all kids’ clothing, including school uniforms, further enhancing consumer confidence in the quality and longevity of the brand’s offerings.
M&S is placing a strong focus on kidswear as a key growth area in its Fashion, Home & Beauty division. The goal is to attract more family shoppers and expand its market share. Over the past two years, the company has improved its value perception in kidswear by five percentage points while maintaining its reputation for high-quality products.
Earlier this year, M&S also reduced prices on over 100 items in its ‘everyday essentials’ kidswear range, lowering prices by 20%. This move further positions the brand as an accessible, high-value option for families.
The company asserts that its kidswear is responsibly sourced. All cotton used in the clothing comes from responsible sources, and more than 90% of the polyester is recycled, underscoring M&S’s commitment to sustainability.
Alexandra Dimitriu, the director of M&S Kidswear, commented,
At M&S, exceptional quality products are at the heart of everything we do. Quality and durability are in our DNA, and this is a key part of our Plan A roadmap as we move toward a more circular economy. In Kidswear, our customers have always trusted us for the hand-me-down quality of our clothing, knowing that every single item they buy, whether it is a jogger, a dress, or a piece of school uniform, is exceptional quality and trusted value.
Alexandra Dimitriu, the director of M&S Kidswear
Dimitriu, who is also a mother, added,
With our leading position in quality, we’re going a step further to give our customers the confidence that any item of kids’ clothing they purchase is made well, made to last, and can be given another life when their children grow out of it.
Alexandra Dimitriu, the director of M&S Kidswear
