M&S backs Goodmove active line with Covent Garden pop-up

By

Nigel TAYLOR

Published
Apr 4, 2022

The success of its Goodmove brand has prompted M&S to open a pop-up space for the activewear range in London’s Covent Garden.

The pop-up on Slingsby Place will operate until 23 April, showcasing Goodmove’s spring/summer 2022 collection across womenswear, menswear and childrenswear.

M&S reportedly described the opening as a “significant standalone moment” for the brand, which launched online and in-store in January 2020, becoming the retailer’s best selling own brand, with 1.6 million items sold annually.

The Goodmove collection is designed to “make the most of workouts”, with pieces produced from sustainable fabrics and innovative technology. The womenswear range alone features products for Run, Train, Walk, Swim and Yoga with an added focus on outerwear.

Jill Stanton, M&S womenswear director, said: “Since the launch of Goodmove in 2020, we've seen such rapid growth and demand - it's so exciting to see the reactions and hear feedback from our customers each season. As we move further into the year we know there is still a focus on health and wellbeing and we’ve worked really hard to ensure the range offers something for everyone.”

She added: “By launching our pop-up shop we’re able to introduce these new pieces to loyal followers, as well as new customers too, in a very different environment that really helps bring to life the ethos and sprit of the Goodmove brand.”

The pop-up will also host a variety of free classes and talks.