We chat to Store Manager Natalie Jordan about leading the launch of Marks & Spencer’s new 83,000 sq ft SouthGate flagship store and her journey with the business during one of Bath’s biggest retail openings.
How does it feel to be leading such a landmark store opening in Bath?
I am incredibly proud to lead our new flagship store at Bath SouthGate. I’ve worked at M&S for over 13 years, starting out as a Customer Assistant and so to be Store Manager here in Bath is definitely a career highlight for me.
Do you have a personal favourite department or hidden gem in the new store?
Absolutely, there are so many new things for customers to explore it’s quite hard to pick one however I think it has to be our in-store bakery & coffee counter. The takeaway coffee is made by our amazing baristas, and we are right by the train station, so it’s perfect choice for the commute or just to enjoy while browsing. Our £4 coffee and pastry deal is definitely a must try.
We recently launched our brand-new The Summer of Love That collection and customers are already loving our crochet co-ords and cami dresses, so it is definitely worth taking a look if you have a summer holiday coming up soon.
What makes this new SouthGate store different from the old Stall Street location?
We want every store we have to offer the very best of M&S and to inspire and excite our customers. The main response to the new store I’ve had from our regular Stall Street customers has been “wow”.
Here at SouthGate, we’ve been able to completely transform the shopping experience – we have a whole new floor, allowing us to offer more products across Food but also in Fashion, where we are now able to offer Autograph Womenswear and Jaeger for Menswear. One of the biggest changes is also our Beauty Hall – a dedicated space where we can showcase beloved M&S brands alongside popular third-party brands. We now have over 10 new Beauty brands available, including Estee Lauder and Iconic London, in-store for customers and they have proved really popular already.
The food hall and café seem to be major highlights – how important are these experiential elements to modern retail?
I think creating a fun and enjoyable store to shop and spend time in is hugely important.
Our brand-new Coffee Shop format has been a real customer favourite. Located at the top of the store, it provides a real oasis for customers wanting a pit-stop from shopping or an afternoon treat. We even have a weekly parent and baby morning on a Tuesday for customers as part of our Parenthood baby club and it’s brilliant to have created a space for the community to come together. In our fresh market-style foodhall, we want your food shop to feel exciting and so we have some great experiential features – from interactive buttons to child-friendly shopping trolleys and even our cheese barge – all adding to that sense of excitement.
Were there any features or departments that were designed specifically with Bath customers in mind?
Definitely – if you visit the top floor of the store, we have a bespoke sign featuring the city’s famous Roman baths. We’ve also used local customer feedback to help us decide which extra products to offer as part of expanding our food and fashion ranges.
Opening day saw huge interest – what surprised you most about the launch?
To be honest, I was completely blown away by the response on opening day. Ever since we announced our relocation back in July 2024, the support has been fantastic, but I never expected that over 600 customers would queue to be the first inside the doors! There’s so much hard work that goes on behind the scenes to get a store ready and the team and I wanted to make sure everything was perfect but we were overwhelmed by the response and it was a really special day to be part of.
This store is part of M&S’s wider transformation strategy – what role does Bath play in that bigger picture?
Bath has had a massive role in M&S’ history. We’ve had a store in the city for over 100 years, and we work with 100 Select Farm supplier partners across Somerset. By investing in a brand-new 83,000 sq ft flagship store in the heart of the city, we’re entering an exciting new chapter for the future.
With online shopping continuing to grow, what’s the role of the physical store today?
We want M&S customers across Bath to have the best possible shopping experience with us, whether in-store or online. I love working in retail because it’s fast paced and there’s no better feeling than helping customers find the perfect outfit or find the perfect food for their family occasion.
The important thing is every customer is different. Some customers love to shop online, and others love to visit us in-store or use our Click & Collect point, so it’s about making sure you deliver great customer service for everyone. We recently launched our transformed Sparks loyalty programme, with personalised Sparks loyalty offers delivered to customers every Tuesday, and as part of that, customers can spend their real money rewards on what they want, when they want – online or here with us in-store.
Looking back, what has been the most rewarding moment of this journey so far?
It has to be seeing my colleagues and our customers come into the store for the first time and seeing them love it as much as I do! The energy was electric on opening day and for me, there’s no better feeling as a Store Manager.
And finally, what would you say to someone who hasn’t yet visited the new store?
Firstly, we look forward to welcoming you soon! If it’s your first visit, I would say give yourself a bit of time to visit each floor and take it in – from homeware to beauty, our Coffee Shop to foodhall and fashion offer, there really is something for everyone so make sure you have time to explore.
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Photography by Joe Short, an award-winning photographer based in Bath. joeshort.com