M&S confirmed the new "family-first" stores in a press briefing today (12 September). The October launches will place an emphasis on kidswear by locating the range in more prominent locations around stores such as entrances.
The new focus forms part of the retailer's £600m nationwide overhaul of its 700 stores. Two of the initial 14 pilot stores will be branded "family first" branches.
M&S is segmenting the stores through data collected by purchases made by its customers and through data compiled by a market research company.
The retailer is building up a demographic profile of all its stores by using criteria including affluence and age. This data is used to decide the layout of the stores to classify it into segments including "family first".
Marc Bolland, chief executive of M&S, said the retailer's new strategy, including a stronger emphasis on sub-brands, is being imitated by competitors.
He said: "Competitors are going through the same journey, we are finding some of the things I said in November now popping up in the market."
In addition to focusing on local demographics, the chain is also looking to become more of a food specialist. Bolland explained M&S has made exclusive supplier agreements as it looks to introduce more international food products, which he claims "are absolutely best in class in their own countries".
M&S is also gearing up to launch its Terence Conran home collection on 22 September, which the retailer will position at the upper end of M&S but still be half the price of other design stores.
The Conran collection is symptomatic of the retailer's attempts to convince consumers that they can buy best in class products in M&S at affordable prices.
Bolland said: "We need to look forward, customers have a real need for fresh products."
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