M&S’s previously flagged clothing and beauty store at the Battersea Power Station mall opened this week with the debut representing a major change in strategy for the retail giant.

The company had been closing some full-line stores and focusing heavily on new food-only locations, but the surprise news earlier this year that it would open this store at Battersea underlined just how successful its recovery plan for its clothing offer has been. It also highlights how its expansion of its brands offer has been a success and how adding more beauty brands has also boosted its business.

The new store is dedicated to a curated edit of M&S’s clothing ranges, plus a beauty edit.

Located just a stone’s throw away from the M&S Battersea Power Station Foodhall, the new 8,400 sq ft store offers shoppers the latest collections across womenswear and menswear, and dedicated, neon-lit areas to spotlight M&S “customer favourites” including Jaeger and Autograph.  

The new store has created 35 jobs and comes as part of the retailer’s major £30 million investment in its London stores this financial year.

Those 35 staff members have been termed ‘Customer Experience Visual Stylists’ and they’re “on hand to provide help with fittings and outfit-building”. And for those who shop online, new Click & Collect points will be available for any online clothing, home and beauty orders.