The UK’s Marks & Spencer (M&S) has debuted its fashion line in David Jones stores across Australia, marking its first international wholesale partnership in its Fashion business.

The new collaboration will see M&S Womenswear, Menswear, and Lingerie available both online and in 24 David Jones stores, including flagship locations in Sydney and Melbourne.

The partnership is part of M&S’ strategy to build a global omnichannel business by collaborating with strategic franchise partners and leading marketplaces. The company has previously experienced success with a wholesale partnership with Target in the United States.

M&S has reported that brand awareness has risen to over half of the Australian population. David Jones, serving over five million customers annually, is Australia’s leading premium department store retailer, with 40 locations across Australia and New Zealand.

“Last year we reset our priorities for international, with a focus on offering the magic of M&S to customers across the world. With consistent growth in Food and Fashion, Home & Beauty, and strong brand momentum as the UK’s most trusted retailer there is now so much opportunity for us to grow our business globally,” Mark Lemming, Managing Director of International at M&S, said.

“We’re taking our first steps in Australia; it’s a market which has always shared long-standing and strong links with the UK and where brand recognition is high. With a shared set of values surrounding quality, innovation and trust, David Jones is the perfect partner as we take our first venture into a partnership in fashion.”

David Jones Executive General Manager of Womenswear Bridget Veals, stated: “We’re thrilled to welcome Marks & Spencer to David Jones, introducing one of Britain’s most iconic retailers to our customers. The arrival of M&S marks the beginning of an exciting new chapter for us, as we continue to curate a world-class portfolio of brands that deliver both elevated everyday essentials and exceptional value. We’re proud to be the exclusive home of Marks & Spencer Fashion in Australia and look forward to building a strong and enduring connection between this global brand and our customers.”

M&S reset its international business priorities last year to focus on long-term growth. The company has also strengthened its global leadership team in February with three senior appointments. This move into the Australian market is seen as a significant step in M&S’ international expansion efforts.