M&S secured 303 pieces of press coverage in September 2026 alone on Press Loft, without pitching a single journalist. Here's how…

"I first heard about Press Loft at the Digital PR Summit in 2025. Although this responsibility traditionally sits with the Product PR team, I saw the value it could have for my own Digital PR team.
When we got the go-ahead to trial the tool, our focus was to upload as much imagery as possible. We prioritised regularly refreshing our image library with imagery from large multichannel campaigns such as Casa del Compliments. Nikki and Andreea also regularly suggest product categories to upload. Picnicware and sunglasses did particularly well for us this summer.

I see it as a fantastic way to make the amazing imagery M&S already has work harder, without too much time investment… It's low effort, high reward in terms of results.
The Press Loft team have been brilliant at working with us to develop the tool based on our specific needs as a brand."

The numbers behind that, five months in:

881 pieces of coverage May 20026 - September 2026, building month on month

Placements in top tier onlines like telegraph.co.uk, housebeautiful.com, ok.co.uk, independent.co.uk, irishtimes.com and placements coming out in titles like redonline.co.uk, livingetc.com - helping to surface their products in AI searches

2301 images have been downloaded (more of these images will be published over the coming months)

Why journalists keep coming back to M&S:

They started their trial strong with a focus on adding a huge number of images within the first week. This meant they hit the site running on day 1.

Womenswear, decorative accessories & outdoor are the 3 biggest download categories currently for M&S. With an expansive range they have focused on the trends, seasons & top searches - so whatever story a journalist is working on, there's something that fits. 

Collections like University Essentials give journalists a ready-made edit for a timely story, which is exactly how a lot of shopping pages are built.

Their feed is live meaning out of stock lines are removed automatically, so journalists aren't picking products that aren't available.