Marks & Spencer has opened a pop-up store to showcase its Goodmove athleisure brand.

The shop will trade until April 23 in Covent Garden, London, and showcases the brand’s summer 2022 womenswear, menswear and kidswear ranges.

Goodmove’s sustainability credentials, such as its products being made from recycled polyester, are also highlighted and there are in-store classes, including Pilates.

Marks & Spencer launched Goodmove in 2020 when the Covid-19 pandemic sent sales of activewear soaring as people spent more time at home and focused increasingly on health and wellbeing.

After clocking up sales of 1.6 million items a year, Goodmove is now Marks & Spencer’s best-selling own brand.

M&S womenswear director Jill Stanton said: “Since the launch of Goodmove, we’ve seen such rapid growth and demand.

“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. 

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

Marks & Spencer expects to build its presence in activewear further. In March it bought into specialist online platform The Sports Edit.

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