Welcome to the world of ‘influencer ambassadors’. Fashion/outdoor/sportswear off-price retailer MandM has unveiled MandM Makers, an influencer collective who will share their personal experiences “in finding top-quality buys on a budget across their social channels”.

The retailer, whose site boasts over 150 big brands up to 65% less than RRP, said the MandM Makers “are here to make lives easier: making stylish outfits for a fraction of the price, helping consumers stretch their budgets further, and making sports accessible for everyone”.

So the retailer has gathered together a trio of key influencers — Gemma Bird, Sam Hulme and Meet The Greers — who are working with MandM “to engage and elevate the brand and communicate key messages in their unique voices that resonate with new audiences”

“Our MandM Makers are not just influencers, they are an extension of our team who are going to make finding amazing deals easier for their followers,” said Charlotte Revill, head of Brand.

The trio will be also growing in 2025 as MandM looks to add a fitness influencer to the team to share seasonal tips, tricks and hacks “while kitted out in affordable, stylish gear”.