Marks & Spencer is gearing up to become the first big fashion chain to offer nationwide same-day deliveries.
Boss Steve Rowe says it would mean shoppers could get clothes they need in a hurry, from lingerie to school uniforms, within hours.
Items would be picked and dispatched from M&S stores, giving it an advantage over online rivals offering next day delivery.
No timescale has been confirmed for the launch but sources say it could be trialled later this year.
Mr Rowe, 54, said: “People think of the store portfolio as an albatross around our neck but I don’t think it is.
"We can be where our customers want and they can choose how quickly they want it.”
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Some fashion firms offer same day deliveries in selected areas.
Online giant ASOS lets customers in certain postcodes who order by midday get the items delivered by 10pm, but for a £7.95 charge.
Fashion chain Zara charges the same for a similar service in London. Matches Fashion offers a 90-minute service in London.
Retail analyst Richard Hyman said: “M&S has upped its competitive ante.
"Its challenge is more around relevance of its product and gaining market share again.”
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