On October 11, 2026, trade title Drapers revealed Marks & Spencer's collaboration with London lingerie and sexual wellness brand Coco de Mer: a 24-piece lingerie collection launching Thursday, October 15. The range runs in four lines: Reverie, Belle, Enigma and Siren. Prices go from £15 for knickers to £55 for a basque or lace bodysuit, in bra sizes 30–42, A–H, and XS–XL. It will be sold online at M&S and in only two stores, the London Pantheon and Handforth (Wilmslow). British model Alva Claire fronts the campaign.

Why It Matters

This is a mass-market endorsement of a brand that sells sexual wellness under its own name. M&S is about as mainstream as British retail gets, and putting Coco de Mer's name on its shelf in its centenary year shows how far the "sexual wellness as lifestyle" framing has come since John Lewis and Boots took the category mainstream. For pleasure brands, the lesson is the route in. Coco de Mer enters through lingerie, the acceptable edge of its range, and keeps toys off the co-branded shelf. It is a template other sexual-wellness DTC brands can use to borrow a mass retailer's reach without asking it to stock vibrators. The tight two-store rollout makes this a test. Watch the sell-through, whether M&S extends the line, and whether Coco de Mer's own sexual-wellness range gets a halo from the visibility. Litwack's interest in R&D and abstract, non-anatomical product design is covered in our [engineering teardown](/stories/cosmopolitan-sex-toy-engineering-teardown).

Both companies are marking anniversaries. The launch coincides with M&S's 100 years in fashion and Coco de Mer's 25th anniversary. The brand was founded in 2001 by Samantha Roddick, daughter of The Body Shop founder Anita Roddick. M&S lingerie director Charlotte Davies said the partnership pairs Coco de Mer's "distinctive design perspective" with M&S's "trusted expertise" in fit, quality and value. Coco de Mer CEO Lucy Litwack said the brand has always believed lingerie "should be defined and enjoyed by women, for themselves." In a Daily Mail interview ahead of launch, Litwack, who joined Coco de Mer in 2014 and bought it three years later, called M&S "everybody's first underwear purchase."

The announced range is lingerie only. Neither Drapers nor the Daily Mail mentions pleasure products, which are part of Coco de Mer's own catalogue, in the M&S collection.

Sources

Update — 2026-10-12

Initial entry — story first created.