For almost a century, Marks & Spencer has sold knitwear alongside fresh fruit and vegetables. Now, buoyed by a resurgence in its fashion sales, the retailer is opening a clothing-only store.

The standalone store, branded simply “Marks & Spencer,” will open in London’s Battersea Power Station this autumn. It will offer a curated range of women’s and menswear, primarily focused on M&S’s premium lines, along with a selection of beauty products.

M&S chief executive Stuart Machin stated that the trial store would “showcase the best of M&S clothing and beauty at outstanding value.” If the Battersea experiment proves successful, M&S plans to open more standalone clothing and beauty stores across the country.

Battersea Power Station has been transformed into an upscale shopping destination, featuring restaurants, bars, and cafés, that opened in 2022. The success of its food hall at Battersea inspired M&S to trial its new clothing store in this high-end London locale, known for attracting affluent consumers.

The boutique-style shop will be significantly smaller than a typical M&S, with staff available to offer styling advice. It will also stock lingerie, £99 cashmere jumpers, and items from its trend-focused Autograph line.

“Most people don’t shop for food and clothing on the same visit to M&S, so a clothing-only store makes a great deal of sense,” said Richard Hyman of Thought Provoking Consulting, which specializes in advising the retail industry. While M&S has operated standalone food stores since 1987, it has not previously opened a clothing-only store. Hyman noted that improvements in its clothing range mean M&S could compete directly with brands like Zara. “Levels of confidence at M&S have been transformed,” he added.

Under the direction of womenswear director Maddy Evans, formerly of Topshop, the high-street stalwart is shedding its reputation for frumpy attire. Instead, it now offers streamlined ranges designed to appeal to women across various age groups.

In June, a second collaboration with actress Sienna Miller quickly sold out many items. In recent years, M&S has also launched capsule collections with Alexa Chung and Holly Willoughby, both admired for their style.

Under the guidance of chairman Archie Norman and the energetic leadership of Machin, the brand has managed to reverse a seemingly inexorable decline in its clothing business, which is more profitable than its food segment. M&S’s boss, who is known for his attention to detail, recently complained to the menswear department about his new chinos losing color after their first wash.

Total clothing and homeware sales rose by 5.3 percent to £3.9 billion in the year to March.

The division, led by former Tesco clothing boss Richard Price, generated an underlying operating profit of £402.8 million. About one in every ten pounds spent on clothing in the UK is spent at M&S.

Shares in M&S have increased by 56 percent to 335.9p over the past year, valuing the retailer at £6.89 billion. In the UK, M&S now operates 240 stores that sell both food and clothing and 316 Simply Food stores.