M&S Pioneers One‑Year Quality Assurance on Every Piece of Kids’ Clothing Across the UK High Street

M&S Pioneers One‑Year Quality Assurance on Every Piece of Kids’ Clothing Across the UK High Street

(IN BRIEF) Marks & Spencer has become the first UK high street retailer to offer a full one‑year quality guarantee on all children’s clothing (excluding footwear and accessories), promising refunds within 365 days if items fail to meet its high standards. The initiative leverages M&S’s four‑year lead in kidswear quality perceptions and forms part of Another Life, the “Rewear” strand of its Plan A sustainability strategy. All kids’ garments feature durable, growth‑friendly design elements and are responsibly sourced—with 100 percent responsibly grown cotton and over 90 percent recycled polyester. The guarantee builds on the retailer’s 100‑day back‑to‑school returns policy and supports M&S’s aim to expand its market share among family shoppers. Over the last two years, the brand has increased value perceptions by five points and recently reduced prices on key essentials by up to 20 percent.

(PRESS RELEASE) LONDON, 29-Jul-2025 — /EuropaWire/ — On 29 July, Marks & Spencer unveiled a groundbreaking promise: every piece of children’s apparel sold in its UK stores will now carry a one‑year quality guarantee*. Drawing on over four years of unrivalled consumer confidence in its kidswear, M&S is pioneering this safeguard—an industry first on the high street—that allows customers to claim a full refund within 365 days if any item (excluding footwear and accessories) falls short of its exacting standards.

Renowned as Britain’s most trusted retailer, M&S has long balanced exceptional craftsmanship with accessible pricing. In its children’s collection, this commitment translates into garments built to endure: from hems engineered to extend as little ones grow, to adjustable waistbands and coats labelled to accommodate up to three names—ensuring each piece can be passed on and given “Another Life.” Sustainability remains central, with 100 percent of cotton sourced responsibly and over 90 percent of polyester now recycled.

This new one‑year guarantee sits within Another Life, the fashion pillar of M&S’s wider Plan A sustainability agenda launched last summer. Another Life consolidates the retailer’s circularity efforts under four Rs—Rewear, Repair, Recycle, Resale—and the guarantee underlines the “Rewear” ambition by assuring families that their purchases are truly made to last.

Building on last year’s 100‑day back‑to‑school returns window, this extended promise covers everything from baby grows to joggers, tees and industry‑leading school uniform. It reflects M&S’s strategy to deepen its appeal among families, capitalising on the kidswear category identified for growth. Over the past two years, M&S has not only retained its leadership in quality perceptions but also boosted value perceptions in kidswear by five percentage points. Earlier this year, the retailer cut prices by up to 20 percent on over 100 everyday essentials to deliver straightforward, honest pricing, while its style ratings in the category reached a decade‑high.

“Outstanding quality and durability are woven into everything we do,” said Alexandra Dimitriu, Kidswear Director at M&S. “As a mum, I know how vital it is that clothing lasts—both for busy children and for the planet. Our new one‑year guarantee gives parents complete confidence that each garment is crafted to endure and can be handed down for another life once outgrown.”

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*Guarantee applies to manufacturing or material faults for up to one year from purchase date; it excludes normal wear and tear, loss or damage to accessories, and accidental or deliberate damage.

Media Contact:

email: Corporate.Press@marks-and-spencer.com
Telephone: +44 (0)20 8718 1919

SOURCE: Marks and Spencer