M&S launches on Zalora and The Iconic in regional Global Fashion Group partnership

UK-based retailer Marks & Spencer (M&S) has entered a new partnership with Luxembourg-based online fashion group Global Fashion Group (GFG) to expand the reach of M&S Fashion across Asia Pacific. The agreement aims to broaden customer access through local e-commerce platforms and establish a regionally fulfilled shopping experience.

Under the collaboration, M&S has launched on Southeast Asian platform Zalora, offering a curated selection across womenswear, menswear, kidswear and lingerie. In early 2027, the British retailer will also debut on Australian and New Zealand platform The Iconic. GFG will additionally handle order fulfilment for M&S.com customers in Australia, with scope to extend this service to other regional markets.

Through GFG’s multi-channel fulfilment network, M&S inventory will be consolidated into a single stock pool in Kuala Lumpur, Malaysia. Fulfilling orders locally rather than shipping them from the UK is designed to improve product availability and provide faster delivery and returns across Zalora, The Iconic and M&S.com in Australia.

“Our ambition is to leverage M&S as a trusted global brand, driving growth through capital light, scalable partnerships,” said M&S managing director of international, Mark Lemming. “Online growth is a key part of how we reach more customers around the world and this partnership with GFG gives customers across Asia Pacific more ways to shop the best of M&S, while improving the experience through faster, regionally fulfilled delivery.”

Capital-light international growth

The partnership supports M&S’s broader international strategy to build a scalable, profitable global operation through strategic alliances. By pairing its brand and product assortment with GFG’s regional logistics infrastructure and marketing capabilities, M&S intends to accelerate growth across Asia Pacific without establishing its own local fulfilment centres.

GFG chief executive officer, Christoph Barchewitz, noted that the arrangement demonstrates how global brands can utilise purpose-built regional infrastructure to overcome market entry barriers. “M&S customers across Asia Pacific will now get faster delivery, easier returns and broader access without M&S needing to manage a local fulfilment centre and carrier network,” said Barchewitz. “That removes the biggest barriers to entering and expanding in the region, and we see significant scope to extend it further.”

Operating across nine markets in Australia, New Zealand, Latin America and Southeast Asia via The Iconic, Dafiti and Zalora, GFG supports brand partners through four fulfilment centres, dedicated return hubs and last-mile delivery networks across Australia, New Zealand and Southeast Asia.