Marks & Spencer has introduced an unprecedented 365-day refund policy for children's clothing, establishing itself as the first major British high street retailer to provide such comprehensive coverage.
The guarantee applies to all children's garments, though footwear and accessories are excluded.
Parents can now return any item within a full year for a complete refund if the clothing fails to meet M&S' quality standards.
This bold move significantly extends consumer protection beyond typical return periods, reflecting the company's confidence in its product durability and construction standards.
The new policy represents a significant shift in retail practice, offering families added protection for their purchases.
This extensive guarantee encompasses the retailer's entire children's range, including its popular school uniform collection, everyday essentials, and baby clothing lines.
The initiative builds upon the company's existing 100-day extended returns policy for back-to-school items, which was introduced last year.
For shoppers, this means greater confidence when investing in children's wardrobes, particularly for rapidly growing youngsters.
M&S has introduced a 365-day refund policy for children's clothing
|M&S
The guarantee forms part of M&S' Another Life initiative, which brings together the retailer's sustainability efforts under its Plan A strategy.
The programme focuses on circularity through four key principles: rewear, repair, recycle, and resale.
All children's clothing at M&S incorporates responsible sourcing practices, with cotton sourced entirely from responsible suppliers and more than 90 per cent of polyester coming from recycled materials.
The range features practical design elements, including adjustable waistbands, growth-proof hems, and coats with labels designed to accommodate three different children's names for hand-me-downs.
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'At M&S, exceptional quality products are at the heart of everything we do'
| M&SThese features support the company's emphasis on creating garments built to withstand multiple wearers.
The retailer's kidswear division has been identified as a strategic growth area, with the company aiming to attract more family shoppers to expand its market presence.
Earlier this year, the company reduced prices by up to 20 per cent on more than 100 everyday essential items for children, establishing competitive entry-level pricing without promotional gimmicks.
Kidswear director at M&S, Alexandra Dimitriu, commented: "At M&S, exceptional quality products are at the heart of everything we do.
"Quality and durability are in our DNA, and are an important part of our Plan A roadmap as we move toward a more circular economy.
"In Kidswear, our customers have always trusted us for the hand-me-down quality of our clothing, knowing that every single item they buy, whether it is a pair of joggers, a dress, or a piece of school uniform, is of exceptional quality and trusted value.
"With an authoritative lead in quality, we're going one step further to give our customers the confidence that any item of kids' clothing they purchase is made well and made to last and can be given Another Life when their children grow out of it.
"As a mum myself, I know just how important this is."