Marks expands global delivery service

Shoppers from Mongolia to Lebanon can now get Marks & Spencer underwear delivered to their door after the retailer today announced it was increasing its international reach.

M&S unveiled plans to offer a delivery service to 73 more countries as it looks to tap into 5.5 million potential overseas customers, including UK natives yearning for a reminder of home.

The expansion to cover countries from Albania to Vietnam is part of the retailer’s plan to grow its M&S Direct sales to £500m (€540m) by next financial year.

Seven countries already receive deliveries as part of a trial launched last November and the firm boasts that it has since sold enough underpants “to cover the modesty of every citizen in Liechtenstein” – an ambition that could be fulfilled, as the tiny land-locked nation is now eligible for the service.

The delivery trial saw M&S underwear travelling as far as the Western Australian goldfields.

But while the Aussies have a penchant for the firm’s pants, it is the French that have shown the greatest interest in M&S undies.

Indeed M&S said France buys more Magic Knickers – designed to iron out lumps and bumps – than anywhere else outside the UK.

The retailer said the large expatriate communities in France and Spain have shown an appetite for bed linen, while school uniforms have proved popular in Germany.

Ladies underwear is the most popular item among the existing international markets, except for in the US where men’s pants are more popular.

M&S Direct boss Dave Hughes said: “The M&S brand is synonymous with quality - and something welcomed by expats and international shoppers alike.

“With the international delivery infrastructure already in place, it’s been a relatively seamless next step to branch out to virtually the rest of the world.”

He said the move followed “many customer requests” to make its website global.

Most of the new round of countries – including China, India and Barbados – will be able to order their goods online, by phone or in UK stores.

However for delivery to a number of countries – Poland, Libya and South Korea, for example – customers will only be able to place their orders through participating UK outlets.

Last week Marks reported its best trading performance for two years, but warned of “tough going” next year.